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360 Campaign

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MY ROLE: Copywriter (Concept Development & Campaign Copy).
Trusted as the only non-ACD copywriter on the core concepting team, I partnered with Associate Creative Directors to develop the original campaign concept and script that became the creative foundation for the integrated campaign.

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THE CHALLENGE: Launch Toyota's next generation of battery electric vehicles—the bZ, C-HR, and bZ Woodland—and generate excitement around a brand entering the EV conversation later than its competitors.

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THE INSIGHT: Toyota entered the EV market later than many competitors, making it difficult to win the conversation on technology alone. But Toyota had something others couldn't replicate: decades of trust and a loyal customer base. Instead of attempting to compete on technology, we focused on the possibilities these vehicles unlock.

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THE SOLUTION: We found our inspiration in a real Toyota owner who transformed his bZ4X into a mobile coffee shop by powering an espresso machine from the vehicle. That real-life story became the foundation for a bigger idea: EVs aren't just a new way to drive. They're a new way to live.​ ​

THE RESULTS: The campaign launched Toyota's next-generation EV lineup by shifting the conversation from technology to possibility, helping build awareness and consideration through a more human story.