2022 Prius Nightshade
ART DIRECTION
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CREDITS
Art Director: Jenny Tran
Creative Lead / Concept / Execution
Photography: Richard Thompson III
Post-Production: Recom Farmhouse
Creative Director: Ly Nguyen
Sr. Art Director: Dani Duran
Sr. Copywriter: Abe Kwak
Producers: Ashley Delkash
The newest addition to Toyota’s Nightshade family!
Upon finding out that the Prius was joining the Nightshade series, I was excited for the opportunity to show how the Prius can be seen not only as a fun, sleek vehicle but also one with a dark side.
Based off the functionality of being an electric car, I wanted to pair that feature with visuals inspired by synthwave music and neon colors. In doing so, I partnered with photographer Richard Thompson III to highlight Special Edition Hybrid’s bold side in the dark, in the city, and in the center of the action.
These types of campaigns typically take months to accomplish. But when you combine that with the COVID-19 lockdown, that presented a challenge that I was willing to take. From conception to execution, I spearheaded the entire initiative from look and feel to layouts and e-brochures. While I wasn’t able to attend the shoot, I was always watching and directing through Zoom.
2022 Prius
ART DIRECTION
In addition to the 2022 Prius Nightshade assets, we captured the 2022 Prius around the city in bright, midday sunlight for a natural look intended to blend perfectly with previous model years’ assets.
I saw an opportunity here to showcase the duality of the vehicle by directing two shoots with two different concepts in one. As Art Director, I was responsible for the overall look and feel in addition to casting/managing talent and wardrobe.
