Gazoo Racing Launch

Toyota GR Family Launch

campaign / art direction / CONCEPT Development / photography

Toyota Gazoo-Racing (GR) enthusiasts have been asking for GR cars for years and in 2022 we answered them with a roar from the turbo engines they’d been waiting for.

Toyota GR finally released a family line for the fans. Each member was given a distinct personality they could own. Hero-ed in individual story vignettes, each car personified an element of the perfect storm based on its most exciting features. And together they made a statement - get in or get out of the way.

Press Buzz

The campaign launch got attention even before its official debut. GR fans on Reddit discovered and shared a leak amongst other fans a day before release. Typically a leak would be a nightmare, but the excited responses made the official launch even more anticipated and became a sharable event.

Behind the Scenes

The Challenge: All 3 cars weren’t physically available and had to work around a pandemic for the shoot.
The Solution: We partnered with photographer Alex Bernstein, and post-production house Recom Farmhouse NYC, to pull off the process. We photographed a stand-in car, replaced it with CGI, and retouched it all together while creating epic weather.