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 worked with Beatrice on numerous occasions. We understood how the project needed to reflect her stylised visual language and flair for deadpan humour.
To achieve this, we focused our visual research on future-facing lab environments that included pops of colour that pushed the spaces into an art-directed mode just to the left of reality. We paired these with more cinematic visuals of deadpan expressions and absurd practical experiments, giving everything the comedic framing it required.
In the layout we leaned into juxtaposition, contrasting the more retro-tech imagery with contemporary typography and vibrant colour accents. This helped to give the deck a more stylised edge that was balanced by the recurring presence of a narrator, tying together the contrasting clinical elements with the comedic tone.
Seeing the finished campaign reflect the treatment so faithfully was a strangely meta experience, but very cool. We always look forward to seeing what comes next with Beatrice!