Creative Direction, Art Direction
Print and CRS
A full-size chassis with the soul of a sports car, Solara is the only convertible in the Toyota line-up. We wanted a visceral, emotional connection to Toyota drivers who needed a little incentive to marry reliability and value with the idea of wind in their hair and sun on their face. Through sun-kissed imagery we invited drivers to choose a drive that could set them apart from boring reliability. We even supplied the sunscreen.
Team: Diana Phillips, Conan Wang, Denise Reynolds, John Rice, Tiffany Smith, Clint Clemens, Cindy Rowe