Toyota Yaris

Creative Lead for Toyota Yaris "Urban Playground." Directed a high-impact, integrated campaign that achieved a 27% increase in annual sales within the Hispanic market. By synthesizing music, art, and community into a "vibrant urban playground," I led the design and art direction across digital, OOH, and experiential platforms. This strategy successfully transitioned the Yaris from a commercial product to a cultural icon, building lasting brand loyalty through interactive consumer experiences. The campaign touchpoints included: print ads, digital, social media, OOH, mobile phone case covers, broadcast (radio), and experiential & online DJ music lab.