Toyota needed a sports-centered campaign to anchor its sponsored halftime show during March Madness. The brief called for something that could authentically connect with sports fans while keeping Toyota’s lineup at the heart of the story.

As part of the creative team, I co-created Coach T: a larger-than-life coach who recruits drivers the way college coaches recruit athletes, inspired by sports classics like Blue Chips and Hoosiers. I led all art direction across the campaign, shaping the visual identity, set design, and tone to blend humor, heart, and sports nostalgia.

What began as a one-off activation evolved into a multi-year campaign that ran during Toyota-sponsored halftime shows for both March Madness and Sunday Night Football. The Coach T series became a fan favorite with the client and audiences alike, earning industry recognition and appearing in the Communication Arts Advertising Annual.

AWARDS:
Featured in Communication Arts Advertising Annual