2021 Toyota Brand Portfolio
Early in 2021, Toyota sought to prepare a multi-vehicle brand campaign that celebrated the joy of driving, even with the challenges experienced globally by the pandemic. After lots of research and creative development, it was decided to produce this campaign to include 10 different Toyota vehicles in the lovely New South Wales, Australia area to mitigate COVID risk wherever possible. Saatchi, along with two sister agencies (Intertrend and Conill) put forward plans to maximize the logistical and budgetary realities of this campaign, this work represents the content that was custom produced to fit Digital and Social video placements across a multitude of markets. I was fortunate enough to serve as the Lead on the project given all the moving pieces, and thoroughly enjoyed the high level of collaboration across agencies as well as departments.
To pull off this 7 month production, we partnered with a trusted global production company and director, who helped us overcome all the challenges that arise with an international shoot, but suped-up a bit in 2021. We were presented with extensive shipping challenges to successfully air-freight all 10 vehicles to Australia, major flooding in the New South Wales area and torrential rain, a spider infestation, rapidly changing government restrictions in the area due to strict COVID protocols, remote prep and shoot attendance by both Agencies and Clients, and market-specific versioning of the creative to best suit the needs of all the agencies. What resulted is an incredibly strong, concise campaign which has already served to boost Toyota’s sales figures, during a time where the market place is highly competitive and vehicle inventory has been a challenge. We were able to successfully complete 8 days of remote ‘zoom’ filming with zero cases of COVID infection, and all parties are tremendously proud of the 300+ deliverables we prepared from this one highly-efficient production.
International Production
100% Remote COVID-Safe Production
Multi-Agency Collaboration
Digital/Social Video Content
Agency: Saatchi & Saatchi
Director: Damien Shatford
Production Companies: Sweetshop US + AUS
Editorial: Compadres
Post: Harbor Picture Company
Audio/Sound Design: Lime Studios