Toyota wanted to refresh its in-market advertising with a campaign that highlighted the brand’s reliability and innovation in a way that felt unexpected and entertaining. The goal was to engage viewers who had grown accustomed to traditional car ads and surprise them with something visually captivating.

I helped write and art direct the Built to Amaze video series, drawing inspiration from popular online magic influencers like Zach King. Each spot used clever camera tricks and seamless visual effects to create the illusion of real-world magic, transforming everyday car features into moments of wonder. The combination of storytelling, precise art direction, and technical execution made the campaign feel both playful and premium.

Built to Amaze successfully reenergized Toyota’s in-market messaging by merging product storytelling with social-style creativity. The series stood out for its innovative approach and helped position Toyota as a brand that continues to find new ways to surprise and engage its audience.