El Car Show was born as a social campaign built around a fictional podcast created specifically for the Hispanic audience. The concept transformed Toyota from an advertiser into a cultural participant, using the familiar language of podcasts to create conversations around cars, culture, entertainment, and the Hispanic experience. The campaign leveraged the visual and conversational codes of the podcast format to build a social-first content ecosystem designed to feel authentic, entertaining, and native to the audience—not like traditional advertising.
Work / 02Meta · YouTube
Social Content.
Human-Centered Social Experiences
Tap a phone to watch with sound
Meta
nuscalepowerSponsored
nuscalepowerSponsored
nuscalepowerSponsored
nuscalepowerSponsoredLearn more
nuscalepower 60% of our carbon-free energy. Power for all humankind.
nuscalepowerSponsoredLearn more
nuscalepower Eliminates over 2,500,000 tons of CO₂ per year.
nuscalepowerSponsoredLearn more
nuscalepower Power 540,000 homes with carbon-free electricity.
One of the most important pillars in reformulated nuclear energy is that it is environmentally friendly. This infographic campaign educates customers and investors by using a pure and organic art direction reinforcing the idea that this is a new green and safe form of nuclear power.
Featuring the famous Mr. Red influencer, this campaign uses humor and personality to reinforce Toyota’s core brand values. By turning a recognizable character into a memorable brand voice, the work connects with audiences in an entertaining, culturally relevant way—while keeping Toyota at the center of the story.
The new 2020 RAV4 proved that adventure doesn’t have to wait for the weekend. We turned the most ordinary moments into an opportunity for exploration, spontaneity, and adventure. The campaign brought the RAV4 spirit to life by showing that when you drive a RAV4, every destination can become an adventure.
Do you want to become a sex symbol? Someone irresistible? The 2020 Toyota Camry will transform you. Just step inside. We extended the campaign beyond the traditional commercial with a series of YouTube videos featuring Paco, taking the campaign’s humor and personality into longer-form digital content. The extensions gave the audience more reasons to engage with the character, the Camry, and the idea—turning a single campaign concept into an entertaining social experience.
Hispanic culture is filled with legendary characters: La Llorona, El Cuco, and the infamous Chupacabra. But none are quite as legendary as the RAV4. We extended the campaign into social media by imagining what happened when these iconic creatures decided to leave their old ways behind and start living better. Through a series of humorous, character-driven social stories, we showed how even the most infamous legends could reinvent themselves—with a little help from the RAV4. Folklore met modern life, and the legends got a new lease on life.