Toyota Sienna - Live Big

Campaign Launch / Short Form Video (Digital + Social)

The launch of the 2021 Toyota Sienna required a shift in approach as production moved into early pandemic conditions, prompting a rethinking of how to tell the story of the vehicle in a way that felt relevant to the moment.

I led a fully remote production from prep through post as Senior Producer, working closely with creative and production teams to reframe the campaign around the more unexpected, everyday uses of the Sienna—leaning into humor and relatability rather than traditional feature-driven messaging.

At a time when audiences were spending more time at home and looking for lighter, more relatable content, we focused on character-driven storytelling that reflected how the vehicle could fit into everyday life in a more human way.

Partnering with director Steve Miller of RadicalMedia, we developed a series of comedic spots that highlighted the flexibility of the vehicle through tone and performance.

The project was executed entirely through a remote workflow, requiring close coordination across teams to maintain creative alignment while navigating the constraints of quarantine-era production.

Despite the limitations, the work maintained a sense of personality and accessibility, offering a more human take on the category during a time when tone and relevance were especially important.

Agency: Saatchi & Saatchi

Director: Steve Miller

Production Company: @RadicalMedia

Color/VFX/Audio: Harbor Picture Company