Tacoma "Play Now"

We were tasked with launching the all-new 2016 Toyota Tacoma, but how do you launch a truck that's already the leader in the category? Our idea was to position Tacoma as the ultimate Play Truck.

I grew up skateboarding and am a huge fan of Spike Jonze’s use of in-camera effects and one-take shots. The campaign included broadcast, social/digital, experiential, OOH, print, radio and more. Sales for the truck tripled that year as a result of the campaign.

Director: Christian Weber