Toyota / Diwali
Agency: Intertrend
ACD: Harim Kim
Design/Art Direction: Minh Nguyen
Account Supervisor: Helen Wang
Producer: JB Felipe & Sanetra Nere Longno
Director: 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.
Diwali, the Hindu festival of lights, symbolizes the victory of light over darkness. A key tradition involves creating rangoli patterns outside the main entrance of your home. They symbolize happiness and positivity; and help in welcoming the goddess Lakshmi, associated with wealth and good fortune.
To electrify our Diwali celebration, we featured Toyota's first-ever full EV, the bZ4X. Collaborating with a rangoli artist, we designed a custom pattern and projected it onto the ground with the vehicle as the focal point, blending tradition with modernity. A behind-the-scenes video was captured to showcase our creative process alongside the photos.
In addition to the primary cultural shoot, we often captured evergreen lifestyle assets, particularly for new vehicles or those lacking content in the client's library. In this lifestyle shoot, we followed along as our talent "resets and recharges" after a busy work week, echoing the vehicle's EV capabilities.
To electrify our Diwali celebration, we featured Toyota's first-ever full EV, the bZ4X. Collaborating with a rangoli artist, we designed a custom pattern and projected it onto the ground with the vehicle as the focal point, blending tradition with modernity. A behind-the-scenes video was captured to showcase our creative process alongside the photos.
In addition to the primary cultural shoot, we often captured evergreen lifestyle assets, particularly for new vehicles or those lacking content in the client's library. In this lifestyle shoot, we followed along as our talent "resets and recharges" after a busy work week, echoing the vehicle's EV capabilities.
