Timothy Sheridan

A SEAMLESS MULTI-CHANNEL CAMPAIGN

This multi-channel AACM campaign for Toyota introduced their new Corolla. The work also included a robust social component, as well as the oversight of video content from numerous media partners.

The foundation of the campaign was a print ad featuring artist Rahmaan Statik and his very first 3D pavement art work, commissioned by Toyota.

The rest of the campaign, including a tablet ad, rich media display units, social media content, and an experiential activation, seamlessly supported the brand narrative of "elevating the scene".

RICH MEDIA VIDEO CAPTURE: Our rich media banner execution brought the ad to life and emphasized the key features of the car, while also showcasing the unique nature of the art.

TABLET AD VIDEO CAPTURE: The tablet ad carried over the feature call-outs, and also offered compelling video content that told the story behind the story of the ad, with examples below.

The project was executed on location in Los Angeles. This video from our tablet series captured the work the work that went into the project. If you pause the time lapse at key points you will see me directing, helping out with the set-up, painting and cleanup.

This video positions the new Corolla into the context of Rahmaan's art.

As an experiential component to the campaign, we created a Twitter-fueled art installation for Art Basel and SXSW Interactive. Upon encountering a Corolla set in a glass case in front of a canvas, people were encouraged to tweet using the hashtag #makeyourmark. When they did, paitball cannons fired, adding to designs comissioned from Rahmaan Statik. Visitors could also post images from a light-painting photobooth to their social feeds. Meanwhile, live music and top DJs performed. The event, in conjunction with Revolt, was a huge success, garnering great engagment and media attention.