Sienna Launch

The goal: bring forward excitement and a fresh audience with the launch of the Toyota Sienna and change the way we view traditional “soccer mom” vans.

With Sienna, drivers are afforded the unique style they want and the performance they need. Where it used to be considered a sacrifice to choose a small van, it’s now a bold personal (and functional) style statement.

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In my previous experience working at Saatchi & Saatchi on the all-new 2021 Toyota Sienna reveal and launch campaign I had to concept and execute deliverables for all digital touch points. With the challenges of not being able to traditionally photograph the vehicle and talent we had to pivot to CGI. Having the human element was crucial to our story so I worked with a vendor to find stock photos to incorporate them into our CGI environments. I created both still and motion content for digital and social. Leading to a total 90,817 units sold in the United States, that’s an increase from both previous years of 42,885 units in 2020 and 73,585 units in 2019.
 
Working under the constraints of the COVID-19 pandemic where shooting on location wasn’t an option, we tackled this challenge with a CGI studio to create videos as well as static imagery.