Toyota / AAPI Month
Agency: Intertrend
ACD: Harim Kim
Design/Art Direction: Minh Nguyen
Copywriter: Neal Persaud
Account Supervisor: Helen Wang
Producer: JB Felipe
Director: Luke Asper, Larry Chen, & Peter Longno
During my time at Intertrend, I spearheaded creative initiatives for Toyota's owned social channels, focusing on showcasing significant cultural holidays for the Asian American community. My role encompassed concept development, client presentations for alignment, coordination with producers on talent and logistics, shot list development, directing shoots to adhere to Toyota's brand guidelines, overseeing post-production, and securing final client approval prior to going live.
AAPI Month in May celebrates the significant contributions and influence of Asian Americans, Native Hawaiians, and Pacific Islander Americans to the history, culture, and achievements of the United States.
This important holiday also coincided with the launch of the newly-redesigned Tundra. So we pitched the idea of featuring what we called "Independent Do-ers" — Asian Americans who went against the grain and forged their own paths, who are also real Tundra owners. After an exhaustive search, we selected three remarkable candidates, interviewed them, and shared their inspiring stories.
The content was rolled out weekly throughout May.
This important holiday also coincided with the launch of the newly-redesigned Tundra. So we pitched the idea of featuring what we called "Independent Do-ers" — Asian Americans who went against the grain and forged their own paths, who are also real Tundra owners. After an exhaustive search, we selected three remarkable candidates, interviewed them, and shared their inspiring stories.
The content was rolled out weekly throughout May.
