Building stuff with Toyota's big boy truck
Toyota wanted to reach a younger, more digitally savvy audience to boost sales of its full size truck, the Tundra.
To do that we knew we’d need to create content tailored for multiple platforms. And in a way that felt authentic, not like your typical truck ads. Otherwise our audience would tune out. So we tapped real guys - digital influencers that knew what to do with a truck.
First we created a YouTube video featuring real guys making use of the trucks features. Then we tapped more some more influencers and challenged them to take the truck out on epic experiences.
My role consisted of concepting the campaign and crafting the storyline of the YouTube video.
Campaign Video
Influencer Content
