CREATIVE DIRECTOR/ ART DIRECTOR
CREATIVE DIRECTOR/ ART DIRECTOR
Toyota Camry was in danger of losing its #1 Selling Car title. The perception of Camry was that it was boring. So we built a 2,320 ft roller coaster ride to change that perception. Results: 64% increase in positive sentiment on social media, 14% higher digital engagement than the category average, 54% increased visits to Camry on toyota.com, and Camry kept its #1 Selling Car in America title.
Evan Brown and I created this entire campaign; from setting up the event and designing the ride, to the TV spots, all the way down to the social posts.
The spot blew up on Twitter
Even the banner ad was Tweeted about.
Commemorative posters from the event were turned into print ads.