Brands · 2023

Toyota

Coastal Campaign

Client: Toyota
Roles: Director, DP
Year: 2023

Toyota vehicle on a coastal road at golden hour

Challenge

Toyota needed a coastal hero film for a national campaign that sold a feeling, not a feature list — and it had to flex from broadcast down to a six-second pre-roll without falling apart.

Approach

Build the whole day around natural light and real talent, with the product living inside the lifestyle instead of interrupting it. One disciplined morning of footage, designed from the edit backward so every frame earned a place across multiple cutdowns.

Outcome

A single shoot that carried an entire national campaign across broadcast, social, and dealer delivery — the same golden-hour morning working everywhere from a :60 to a :06.

One disciplined golden-hour morning, designed from the edit backward — the same footage working everywhere from a :60 to a :06.

Toyota wanted a coastal hero film that felt like a place you’d want to be — not a spec sheet. We built the day around natural light, real talent, and a product that lives inside the lifestyle instead of interrupting it.

Shot for a national campaign with a full suite of social cutdowns, so the same morning of footage worked everywhere from broadcast to a six-second pre-roll.

Deliverables

Coastal hero brand film for a national campaign
Small-crew, multi-location West Coast production
In-house location management, crewing, and post
Cutdowns flexing from broadcast to social pre-roll

Process

01
Pre-production
Boarded for light: scouted the coast for the exact golden-hour window and blocked the day around it.
02
Production
Shot for the edit — hero compositions plus deliberate vertical and short-form coverage inside the same setups.
03
Post
Cut a broadcast hero film and a full suite of platform-native cutdowns from one day of footage.