With the launch of the Highlander and Highlander Hybrid, Toyota wanted to target the the sophisticated affluent family. The worldly experienced family who desired premium experiences and weekend adventures, and who would be tantalized by the refined features of the new Highlander. My concept was to theme a family of four on a road trip through breathtaking coastlines, arriving at a lush Spanish style resort. This was a challenging shoot as we had unplanned rain, but I saw it as an opportunity to reveal the Highlander’s comprehensive safety and technology features and it turned out to be our favorite shot. Our campaign received glowing feedback from our audience and Highlander sales increased by 25% with the release of our online, social media, OOH and print launch.
