Toyota
Showcasing the groundbreaking future of Toyota’s innovation, Beatrice Pegard brought us a vibrant, eccentric and clinician-approved brief, starring the effortlessly loveable Randall Park. Developing the treatment for this project was a challenge we readily accepted, having collaborated with Beatrice across numerous creative ventures over the years. We instinctively understood how the project needed to reflect her signature and distinctly stylised visual language, as well as her unique flair for deadpan, tongue-in-cheek humour.
To achieve this, we focused our visual research on future-facing lab environments that included bold pops of colour, pushing the physical spaces into an art directed mode sitting just to the left of reality. We paired this with more cinematic visuals of deadpan expressions and absurd practical experiments, giving everything the precise comedic framing it required. Randall’s innate warmth as a character provided the perfect anchor, effortlessly grounding even the most surreal scientific demonstrations in genuine human charm, expressive timing, and approachable wit.
In the layout we leaned into juxtaposition, contrasting the retro-tech imagery with contemporary typography and vibrant colour accents. This helped to give the treatment deck a stylised edge that was balanced by the recurring presence of an engaging narrator, tying together the contrasting clinical elements with the comedic tone, while ensuring Toyota’s forward-thinking tech never felt overly sterile or distant.
Seeing the finished campaign reflect the treatment so faithfully was a strangely meta experience, but undeniably cool. We got to see our early concepts and inspirations translate directly into fully realised set designs, reminding us once again of the absolute magic a creative realisation team can deliver through advertising. From the initial research phase to the polished product, every detail was carefully curated to reflect Beatrice’s artistic vision, and we eagerly look forward to seeing what whimsical, innovative project comes next for her.