Start Your Impossible Campaign

In 2017, I was asked by
Saatchi & Saatchi to work on Start Your Impossible, Toyota's first campaign in their eight-year partnership with the International Olympic Committee, and their first-ever global campaign.

Specifically, I was lead designer on the campaign style guide, and provided design and art direction on various other print, video, interactive and out-of-home touch points.

At Cannes 2018, the campaign ended up winning one Gold, one Silver, and three Bronze Lions.

A symmetrical layout for all campaign artwork reinforces the concept of starting on a personal journey to overcome a large central issue — your Impossible.

The artwork followed this rule of symmetry and equality down to the smallest design details.

People and products interact with headlines, giving the feeling of immersion and freedom.

In addition to creating the campaign rules and style guide, I touched a few TV/video projects.

These included art direction and styling for a new Toyota mnemonic, and concept-driven supers for YouTube-based workout videos which encourage viewers to be active and healthy.