In 2016, I art directed Toyota's Prius Prime Global Launch Campaign at New York Auto show. Me and my team worked hand in hand with Toyota Global to define the overall message of the vehicle, and at the same time, create and fine-tune the visual essences of the surrounding assets.

/ˌīˈden(t)ədē/

We worked with Toyota's global office to kick start the project by setting Prius Prime's visual communication guide which defined the vehicle's positioning statement, fine-tuned the emotional shots, and outlined the general guidelines for the additional visual contents for the market.

As the 2nd generation of the genre-defining hybrid vehicle from Toyota, we wanted to express the message that innovation can create a world where anything is possible, and a vehicle can be as inspiring to the human spirit as it is mindful of the world around us.

E·MO·TION·AL

/əˈmōSH(ə)n(ə)l/

Together with the visual communication guideline, we also worked with international cross-functional teams to created Prius Prime's emotional shots to use as the benchmark for all Toyota's distributors globally.

MOOD

/mo͞od/

Once we defined the identity of the vehicle and refined the benchmark visuals. We started to develop the campaign's mood board to set the foundation of the debut short film for the Prius Prime.

FRAME

/frām/

Our team worked closely with Toyota global office in Japan to brainstorm and explore ideas from double exposure imageries to mix perspective animatic studies.

As the "particle" idea started to take shape from our researches, we started to build on the concept with style frames to ensure the look and feel before we dive into the storyboarding process.

STO·RY

/ˈstôrē/

Finally, we started to develop storyboards based on our confirmed concepts and presented them to the Toyota Global Office. At the end of the day, "Particle" was the one they selected for us to move forward.

MO·TION

/ˈmōSH(ə)n/

The final piece, together with the particle inspired set designs were revealed on March 23rd, 2016 at the New York International Auto Show, garnered more than 1.5 million views across mediums in its' first three days.

Client: Toyota

Role: Art Director

Agency: C2K Communication