Toyota - Moment of Joy

US Brand Campaign / International Production

In 2021, Toyota set out to develop a multi-vehicle brand campaign celebrating the joy of driving—an especially meaningful message during a time of global uncertainty.

Functioning as Executive Producer, I led a highly complex, multi-agency production spanning Saatchi & Saatchi, Intertrend, and Conill—overseeing a unified approach across creative development, production, and delivery for a campaign that needed to serve multiple markets simultaneously.

To bring the work to life, we designed a centralized production ecosystem that allowed for ten vehicles to be captured within a single international shoot in New South Wales, Australia—balancing creative ambition with the realities of pandemic-era production.

Partnering with The Sweet Shop and director Damien Shatford, we executed an entirely remote production model, coordinating across agencies, clients, and teams globally in real time.

The project required navigating evolving COVID protocols, international logistics, and rapidly shifting production conditions—while maintaining alignment across multiple stakeholders and ensuring the creative vision translated consistently across all markets.

The resulting campaign delivered a cohesive body of work across digital and social platforms, supporting Toyota’s broader brand portfolio and contributing to increased engagement during a highly competitive and constrained market period.

Agency: Saatchi & Saatchi

Director: Damien Shatford

Production Companies: Sweetshop US + AUS

Post: Harbor Picture Company