GAZOO RACING BRAND BUILDING

TOYOTA

ROLE: During my five years at Saatchi working with Toyota, my primary mission was to reignite the culture of the Supra brand in the U.S. after its 20-year absence. My creative vision shifted Toyota’s brand perception—from a focus on safety to embracing racing, drifting, and car culture, injecting a bold edge into the brand. Below are the key moments where my leadership and art direction shaped the Digital Content Team’s work, driving impact across both traditional and digital platforms.

Broadcast / Photography

MORNING DRIVE: Headphones on. Volume up. The 2020 GR Supra is about to wake up your ears with the most epic driving soundtrack. No music. Only sheetmetal, sliding, and Toyota “approved” street racing. Everything a true car enthusiast wants to see and hear after 20 years of waiting. The legend has finally come back to the canyons.

FUN FACT: Toyota asked me what I could do with some extra money 3 weeks before production. I pitched the video below.

YouTube Series / Influencer Content

GR SUPRA 101: Starting as a joke to our Clients that we should make a “how to drift” video sponsored by Toyota. Clients loved the idea and let me make the content series below hosted by two driving legends, clouds of smoke, car reviews, nostalgia, how-to launch tutorial, a 125 mph braking test, and of course some feature callouts.

Photography / CGI

GR FAMILY REVEAL: As one of the Creative Leads for Digital Content at Saatchi, I directed three different A&C teams in a pitch to reveal the GR Family to the world. Using a mixture of photography and CGI. Our final concept reveals a big storm heading our way with each vehicle owning a different weather element. GR Supra for lightening, GR 86 for wind, and GR Corolla Hatchback for rain. All three combined create the perfect storm that will rock our audience and hype them up.