2023 Toyota Crown

ART DIRECTION

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CREDITS

Art Director: Jenny Tran
Creative Lead / Concept / Execution

Photography: MP Curtet
Post-Production: Curve Digital
Creative Director: Norman Brown
Copywriter: Kiernan Benkoil
Producers: Brittany Baggett

This is the first time our audience will get a glimpse at Toyota Crown, so it was an absolute honor to be the creative lead for this project.

While Toyota historically performs well specifically with older consumers, they’ve just recently gained traction in key areas like style and innovation, which often appeal to younger buyers. What’s usually seen as a safe vehicle isn’t also seen as sexy. Introducing the Toyota Crown, with its sleek lift-up sedan with high-end tech, innovative styling, and efficient yet powerful performance—paired with Toyota’s reliable reputation.

Our goal was to show Toyota Crown’s premium styling with its efficient yet powerful driving experience without crossing over to Lexus’s luxury branding. To do that, this shoot had to be on location, in the city with real people.