Toyota: Impress with the bZ
Toyota had the trust. EVs didn’t, at least not yet. So instead of explaining why the bZ could win over skeptics, we decided to show it. We tapped into Asian cinema and created three short films across K-drama, Hong Kong action, and Bollywood. Three worlds. Three skeptics. One bZ impressive enough to win them over.
What I Did
I helped turn a rational barrier around EV value and quality into a much more human creative idea: what does it take to impress someone who isn’t easily impressed? I helped shape the concept across three distinct cinematic worlds, making sure we weren’t just borrowing the aesthetics of Asian cinema, but the storytelling instincts that make each genre unmistakable.
Why It Mattered
EV advertising tends to lead with proof points. We led with entertainment. By letting the bZ win over the toughest critics inside stories our audience already loves, we made Toyota’s EV credentials something you could feel before we asked you to believe them.
Agency: Intertrend Communications