Brand

Toyota

Agency

Saatchi

Creative Team

Executive Creative Director

Dwayne Koh

Creative Director

Emily

LY

Associate Creative Director

Laycee

Denise

Corey

Snr. Art Director

Scott Willford

SLin

Erin

Senior Copy

John

Justin

Kiernan

Art Director

Matt

Cat

   

Description

My role on Toyota is to provide thought leadership across the digital landscapes and producing best in class solutions for the brand.

With 8 million unique hits a month, Toyota.com is the pride of the company's digital properties and consumers primary digital destination when it comes to shopping for cars.

My goal is to reimagine this platform for the future, and break category conventions of what a car buying experience is today. The aim is to serve amazing content that engages audiences of all cultures in the creation of a simple and powerful product.

In the day to day, I lead and manage a team of 30 Creatives- leads/User Experience architects, researchers and designers. I inspire them to bring out ideas that deep down in their thoughts and push them to create their best work yet. My role on the team is like a coach - leading them to the championship game and winning.

I am also a huge proponent of having fun at work, because if it isn't fun, creativity will be stifled. Through experience, I feel that true potential manifests from a relax and fun environment. A huge part of contributing to fun is giving the team creative freedom. At the end of the day, both clients and brand will reap the reward. Shown below are some project highlights that were the results of the team having fun.

   
Project
The Impossible Quest

Syd Mead, the visual director behind the films of Tron, Aliens and blade runner got behind this new VR experience for Toyota's Prius Prime, which launched at TechCrunch Disrupt. This 4D VR installation puts you behind the wheel of the new Prius Prime in a futuristic setting. The Quest starts with the creation of a VR painting, which becomes the instigator of a real-time 3D experience that is enhanced by 4D effects that literally blow you away.

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Project
Mobility For All

MobilityForAll.com was developed as part of the “Start Your Impossible” global campaign, with accessibility at the heart of its design. It features information on The Olympic and Paralympic Winter Games, Toyota-sponsored athletes and information about Toyota’s technology. The website, was built in consultation with the National Center for Accessible Media (NCAM) in the United States. Thanks to expert coding and design, the various settings (default, visually impaired, hearing impaired, blind, cognitively impaired) will ensure that all users can experience equally beautiful and engaging content.

Project
Toyota. com

Toyota.com is where we engage audiences to explore and learn about the newest Toyota trucks, cars, SUVs, hybrids and minivans. With a monthly total of 8 million hits on average, the site is a balance between function and form at its best. With heavy research, usability and design studies, my goal for the enterprise team is to make toyota.com not only the most trusted advisor for automotive purchase but also feel like a fun learning experience. And how we do that is by turning the category on its head and re-inventing the future of what the online automotive experience can be through our solutions.

Toyota
Toyota
Toyota
Toyota
Project
TOYOTA REMOTE APP

Working together with the Connected Vehicle team at Toyota, we reimagined the tools and features a vehicle owner would need to remotely control their cars from their phone or smart watch. Core functions we created for the app were - start/stop your engine, lock/unlock your doors, check your vehicle status and locate your car. ”

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