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STATE FAIR OF TEXAS
TOYOTA IN TX
For this landmark event in Lone Star State, we designed an immersive world to showcase Toyota's diverse vehicles. Combining natural elements, innovative design, and interactive activities to highlight Toyota’s focus on adventure, performance, and sustainability. Attendees can explore an engaging guided experience, that celebrates both Toyota products and the beauty of Texas State Parks. So let’s immerse into the Toyota adventure!
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THE MOOD
Evoking a sense of adventure and nostalgia that timeless moments bring, our aim was clear from day one: connect attendees with cherished memories of outdoor and camping experiences while emphasizing the brand's commitment to adventure. This vision aligns perfectly with the celebration of Texas State Parks' 100th anniversary.
The STRATEGY
Was rooted in creating an immersive, nature-inspired environment that resonated with visitors' love for outdoor adventures. By identifying key adventures and landscapes that Toyota vehicles are designed to traverse, we crafted an experience that showcased the versatility and performance of our lineup. From compact SUVs perfect for urban explorations to robust trucks built for rugged terrains, each vehicle was positioned in settings that highlighted its strengths. This approach not only demonstrated the practical capabilities of Toyota vehicles but also connected emotionally with visitors who cherish outdoor experiences.
We enhanced this strategy by delineating the exhibit space into product-specific zones, each paying homage to a different Texas State Park. This zoning allowed us to create targeted, engaging environments that were both educational and visually appealing. Visitors could explore these zones at their own pace, discovering the features and benefits of each vehicle in a context that felt authentic and relevant. By incorporating elements inspired by the diverse landscapes of Texas State Parks, we created a seamless blend of nature and innovation that emphasized Toyota's dedication to preserving natural beauty while pushing the boundaries of automotive technology. To deepen the connection with our audience, we developed a comprehensive moodboard that captured the essence of national and state parks, complete with nostalgic images and cherished memories of family and friends. This moodboard served as the foundation for our creative concept, which celebrated the 100th anniversary of Texas State Parks. We incorporated iconic park signs, evocative imagery, and interactive elements to inspire visitors to create their own unforgettable memories. This strategy not only highlighted Toyota’s innovative vehicles but also fostered a sense of community and shared adventure, reinforcing the brand’s commitment to enhancing life's journeys.
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WELCOME TO
THE CHALLENGES
We faced challenges in seamlessly integrating natural elements with the concrete and asphalt base we started with. Balancing the aesthetic appeal of an outdoor environment with practical displays required careful planning. Ensuring distinct yet cohesive product-specific zones and coordinating with stakeholders while managing logistical constraints demanded meticulous attention to detail and effective communication.
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THE
GRAPHICS
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THE bulls
In an effort to create beacons of interest we created artwork for three life-size bulls. Our aims were set on nostalgia.
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THE TAKEAWAY
The product-specific zones stood out as most effective for guided exploration, while the inspiration on Texas State Parks, seamlessly guided attendees through a visually appealing and informative journey. The interactive elements, game area and delineated areas, facilitated a self-paced exploration of Toyota’s diverse vehicle lineup. This created a good balance between engagement and relaxation, where visitors could interact with the brand while discovering their automotive preferences. The inviting atmosphere and emphasis on the "Power of Choice" empowered attendees, ensuring that brand awareness grew naturally and left a lasting. Overall, the space’s integration of the parks theme resonated well with both press and attendees at the fair.
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HOWDY FOLKS
drive toyota
Project Role: Associate Creative DirectorTeam: C.Clark - ECD, G. Kim - Art Director, S.Andrade - 3D📷 K. Rapier and othersSection Styles horizontal-5
