Toyota / Moon Festival
Agency: Intertrend
ACD: Harim Kim
Design/Art Direction: Minh Nguyen
Account Supervisor: Helen Wang
Producer: JB Felipe
Photo/Video: Larry Chen, Louis Yio, & Tyler Kapper
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.
The Moon Festival is a significant harvest celebration across various Asian cultures, on par with the importance of Lunar New Year.
To celebrate the festival and the launch of the first-ever Grand Highlander, we chose a unique approach: crafting lanterns through light painting. Using light photography, we painted the night with vibrant hues, forming spheres and circles to symbolize the moon.
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. For this lifestyle shoot, we did some glamping out in Joshua Tree.
To celebrate the festival and the launch of the first-ever Grand Highlander, we chose a unique approach: crafting lanterns through light painting. Using light photography, we painted the night with vibrant hues, forming spheres and circles to symbolize the moon.
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. For this lifestyle shoot, we did some glamping out in Joshua Tree.
