2020 GR Supra

For the reveal of GR Supra, Toyota wanted to create a bespoke teaser page with assets that captured the excitement and drama of the long awaited legend. The vehicle was under embargo, so we opted to shoot on a closed off race track during golden hour to create a dramatic look that would emphasize the anticipation. We also featured Supra’s heritage through five generations to highlight the vehicle’s legacy.

Within 3 days, the total number of visitors skyrocketed to 1 million. Just a week after the GR Supra reveal page launched, we saw a 40% benchmark increase in completion rate of handraisers.

The launch of the GR Supra was just as unique. Within the vehicle landing page, we created a “Passion” section that allowed consumers to dig deeper into the vehicle’s legacy. We interviewed the Chief Designer and Engineer and shared never before seen renderings. On the vehicle landing page, we continued the concept of the race track and shot more lifestyle focused assets and carried over the imagery created from the reveal to create efficiencies and establish a cohesive storyline. We also produced a visual brochure and a :60 that was inspired by ASMR, because who needs words when the car can do all the talking?

The footage above captured on our shoot was also repurposed for a broadcast spot in Australia (below).

Post launch, Toyota wanted to maintain the momentum by creating “Feature Highlight Videos” that educate the consumer on the vehicle’s capabilities. Our Supra audience is full of “car guys” who know all the specs of what makes a sports car true, but still need validation in what they’re buying into. Typically, they search 3rd Party sites for relevant information, so in order to create authentic content that would resonate with our consumer, be needed to bring real drivers that our target audience will listen to and respect. As a result, we created a series called “GR Supra 101,” a driving school focused concept featuring driving legends Frederic Aasbo and Scott Pruett.

We also partnered with LA’s Ornamental Conifer and Race Service to produce a custom, hand painted car, a vending machine to distribute “blind boxes” with surprise merch, and premium giveaways for a private event for the enthusiast market.