Toyota GR Corolla SE Digital Content

BRIEF

Develop a comprehensive digital content package positioning the Toyota GR Corolla SE as the definitive performance-oriented compact vehicle for young male professionals (25-35). Target audience seeks high-performance vehicles that integrate with active, dynamic lifestyles. Visual strategy to emphasize motorsport heritage and technical sophistication, leveraging the "Blue Flame" color as a distinctive brand identifier. Content must transform viewer interest into purchase intent by showcasing the GR Corolla SE as the ultimate expression of performance, practicality, and individual expression.

CONTENT APPROACH:

Highlight authentic motorsport capabilities
Showcase the vehicle's unique positioning as a performance daily driver with exceptional capabilities

CREW

MY ROLE: Digital Content Art Director

AGENCY: Saatchi & Saatchi
CLIENT: Toyota Motors of North America

TEAM: CD, ACD, Strategist, Art Producer, Product Specialist, Copywriter, Photographer/ Director- Alex Bernstein, Production Team, Props & Wardrobe Department, Platform Developers & Project Managers

THE BIG IDEA

BLUE CORNERS

Our GR Corolla SE hero might crush a 9-5 and grab groceries tomorrow, but today? He's conquering a mountain that doesn't know its own limits.

Inspired by the legendary Pikes Peak "Race to the Clouds", we're building our own GR mountain playground. We'll bring in a pro driver who'll push this machine to its absolute edge - someone who can make this car literally make your heart stop. We're capturing those moments where performance isn't just a spec sheet, it's your life line.

Midday sun blazing, we'll showcase the Blue Flame metallic in all its glory - sharp contrasts that scream high energy. We'll dress the scene with GR racing flags to remind everyone this isn't just a drive, it's a badge of honor.

This isn't a car for everyone. This is for the bull riders, the challenge accepters, the ones who look at limits and say “I can beat that”. The GR Corolla SE life is not for the faint of heart.