Toyota Camry - Emoji Test Drive

Campaign Launch / Personalized Video System (Dynamic Delivery)

For the launch of the redesigned 2018 Toyota Camry, the campaign explored a more personalized approach to storytelling—adapting creative content based on how audiences engaged with it in real time.

The production was built around a modular system of short-form videos, each designed to reflect a distinct emotional tone. Audience behavior across platforms like Facebook and Instagram informed how content was served, allowing viewers to be matched with creative that aligned more closely with their interests and responses.

Working closely with director Chris Riehl and Mirada, the campaign combined live-action automotive storytelling with custom-designed CG emoji characters—creating a visual language that reinforced the emotional targeting strategy in a more playful and engaging way.

The production required a highly coordinated workflow, balancing vehicle feature integration with a large volume of creative variations designed to function both independently and as part of a broader system.

Content was distributed through a programmatic media approach, allowing for dynamic delivery of assets based on user behavior across social platforms and digital environments.

The result was a more responsive, audience-aware campaign that extended beyond traditional one-size-fits-all messaging—offering a tailored experience designed to increase engagement and relevance at scale.

Agency: Saatchi & Saatchi

Director: Chris Riehl

Production/Post/Emoji Design: Mirada