The Hybrid Myth-Busting Challenge
Client
Toyota (in collaboration with 22squared)
My Role
Led creative development, direction, and production through Rumpus. Took a loose agency concept and reshaped it into a fully realized campaign—casting across three cities and overseeing all creative and production execution on location in Miami.
OverView
A social campaign aimed at rethinking hybrid skepticism. Real drivers were blindfolded and put behind the wheel of a Toyota hybrid—only to discover what they were driving mid-spin, on camera. We captured their reactions and built a modular content suite optimized for TikTok, IG, and YouTube.
The Challenge
Get skeptical Southern drivers to believe Toyota hybrids are exciting—without relying on VO, specs, or traditional ad formats.
The Solution
The Result
A platform-native campaign that cut through. High engagement across Toyota’s digital channels, follow-up briefs with the agency, and a format that got passed around internally as a model for smart, lean creative.
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