The Gentleman’s Truck

TV and Digital

My role: Art Direction, concept, and design

I worked with Saatchi NY on concept and design.
Who would have thought a simple phrase your Dad told you when you were 8 would become an ad campaign?

In 2015 Toyota‘s truck sales were sinking and getting dominated by American brands like GMC and Ford, those tough American trucks.

Our clients spoke and we listened.
They didn’t want an ordinary truck.
The 1794 Toyota Tundra led its class.

This is a truck for the foreman for the
job-site owner, the project leader, the one who looks after the crew and gets the job done.

The Gentleman’s Truck

I grew up on a horse farm as a little kid. My Dad used to say the phrase “Gentleman Farmer” from time to time to describe the property.

That phrase stayed with me and helped inspire this campaign.

The goal was simple: position the Toyota Tundra to be the upscale piece of cutting edge class that it is.

The digital experience

Partnering with Innovid to deliver immersive digital ad experiences.

Graphic Typograhy Treatments

Dealership Short Videos

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