pola-4runner

Some camp, some fire and lots of campfire stories.

About

My first year at Saatchi, my partner and I were placed on a small team tasked with evolving the popular Keep It Wild campaign for the 4Runner. We settled on the idea of Campfire Stories as the glue that would hold the new campaign together.

My partner and I knew our target audience loved photography and action sports, so we found Instagram influencers who embodied these traits to tell their wildest stories. At the end of each story, we showed a campfire scene that served as a menu to link to the other stories by utilizing YouTube’s annotation feature.

Episodes

Experiential

We also found a group called The Moth that focused on telling stories. We partnered up with them and National Geographic to bring campfire stories to the annual Telluride Mountain Film Festival in Telluride, CO.

Besides making posters ot advertise the event, I was also able to design a 3/4 wrap for a 4Runner that would be there.

The pop-up event, held around a fire-pit in the Telluride Mountain Village, drew over 350 spectators to hear the five Moth members tell stories. One was even bitten by a bear. All attendees recieved some branded items to bring too.

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Credits

Agency // Saatchi & Saatchi LA
Chief Creative Officer // Jason Schragger
Creative Director // John Payne
ACD/Art Director // Bill Courtney
ACD/Copywriter // Napper Tandy
Art Director // Josh D. Weiss (Me)
Copywriter // Jeff Pelton

Projects

ebay motors' Between 2 RidesTwin-turbocharged fun for the whole family.

Toyota Super BowlFeatured in AdWeek, AdAge & Creativity Online - A Rabbi, Priest & Imam walk into a football game...

The Amanda FoundationFeatured in AdAge & LeBook - Everyone is worthy of the love of a dog, even people in advertising.

Georgia LotteryReally bums me out that these hands had a better fashion sense than I do.

Trump Rio GrandeFeatured in AdWeek - Introducing the World's First .5 Star Resort.

The Side ShowFeatured in AdWeek - The side project that rules over all other side projects.

Back to the Future1.21 Gigawatts of fan service

Toyota 4RunnerBears, Bison and MOTHs. Oh my.

Energy Upgrade CaliforniaWe were told this could sink or save Gavin Newsom from his recall election.

Weird, Strange, Bizarrely 100% Real AnimalsMy wife thought all the fake animals would confuse my nephew, I said "good."

PhotographyI once had an NBA Center land on me at a game, he was the one who had to get checked by a doctor.