Jeff Johnson & The Toyota Adventure Seekers | Digital / Social Content
For the first time with Toyota, we turned the cameras toward the community and the people—rather than just the vehicles—showcasing deeper connections with the iconic outdoor-centric Toyota lineup and the communities they support.
We enlisted Jeff Johnson, a chameleon in the outdoor space and a California native, to both shoot and be featured in the content.
The approach was a case study in authenticity—more of a focus on humans and how to connect products to consumers in a more eye-level, relatable fashion.
Role: Concept, Creative Direction & Execution + Polaroid Photography
We incorporated folks from the community, like father–daughter duo and surfers Yoki and Georgia. We also chose a vehicle trim that ties in closest to what you see more often up and down the coasts—realism versus aspiration was always paramount.
Mother Nature does what she wants. We had anticipated very little surf, but on the day of the shoot we were met with 20-foot waves. Too dangerous and rough to surf, yet we still managed to capture great content.
Jeff and his story were woven naturally throughout the different sports, locations & scenarios.
Two local divers, Trevor and Erin, paired up with the Tundra to haul a sufficient amount of gear. We were more along for the ride with them than trying to “stage” anything. That served as a global note for the campaign as well.
A rainy and cold a.m. will not stop the Soens family. We captured them in their natural habitat in the Pacific Ocean off the coast of Refugio Beach. No over-styling of their gear here—just keeping it real.
Hands-on DIY projects are a big part of the community—and a reflection of what the Tundra stands for. Father–son duo Tuma and Taj rehabbed a backyard ramp belonging to Dave England (of Jackass fame), and Jeff joined in for a quick drop-in.
(Above) To branch out into new territory, we included organic farming and culinary based lifestyles.
Local San Luis Obispo–based climber and boulderer Joseph Maier made his way to the top with ease.
Huckberry Partnership | Digital Media
An integral piece of community marketing is tying in partners in authentic ways. Huckberry is an existing Toyota partner, so we connected the dots and integrated select Huckberry pieces into the shoot. In turn, Huckberry leveraged our shoot assets and wrote an editorial piece on Jeff and his background for their journal.
Threading a deeper narrative and extending value is always at the forefront of what we do.
(Above) Adding a little dirt (realism) to new product
for a ‘worn-in feel.’ Details always matter.
