Challenge

With Black consumers increasing their interest in new automotive brands in recent years, Toyota needed an authentic way to reach black audiences across a number of their priority vehicles. 

Solution

I developed Toyota's Creator Network, a collection of incredible Black content creators across the country to concept, script and produce content with Toyota vehicles showing how each vehicle would authentically fit into their lives. We really wanted to ensure that Toyota, and more importantly, the Toyota consumer understood that the Black experience is not a monolith, and there is a Toyota vehicle for every lifestyle.