You Can’t Stop My Drive
Challenge
Despite a long-standing partnership and deep brand equity with Black audiences, Toyota recognized a critical insight: Black millennial men—an influential and aspirational consumer segment—felt overlooked.
Challenge
Despite a long-standing partnership and deep brand equity with Black audiences, Toyota recognized a critical insight: Black millennial men—an influential and aspirational consumer segment—felt overlooked.
Strategic insight
Guided by our Cultural Compass, we conducted targeted research to better understand the evolving mindset of Black millennial men—revealing that multifaceted identity and ambition were key drivers.
Strategic insight
Guided by our Cultural Compass, we conducted targeted research to better understand the evolving mindset of Black millennial men—revealing that multifaceted identity and ambition were key drivers.
Our Role
Campaign creative development and production of the :60 “Baton” spot
Culturally resonant casting and production with director Bradford Young and Black creatives across key cast and crew roles
Talent integration featuring Westin Workman, DevanOnDeck, and voiceover by Damian Lillard
Custom Hartbeat content partnership for “Changing the Game,” featuring Chris Paul and Stephon Castle
Toyota Land Cruiser integration across ride-along content
:15 and :30 social cutdowns, talent-led posts, and digital and social branding
Our Role
Campaign creative development and production of the :60 “Baton” spot
Culturally resonant casting and production with director Bradford Young and Black creatives across key cast and crew roles
Talent integration featuring Westin Workman, DevanOnDeck, and voiceover by Damian Lillard
Custom Hartbeat content partnership for “Changing the Game,” featuring Chris Paul and Stephon Castle
Toyota Land Cruiser integration across ride-along content
:15 and :30 social cutdowns, talent-led posts, and digital and social branding
