After the success of the first Coach T campaign, Toyota wanted to expand the series to its sponsored halftime show during Sunday Night Football. The challenge was to build on the popularity of the original while keeping the concept fresh and entertaining for an even larger audience.

As lead art director, I helped evolve the creative by going bigger in both scale and star power. We brought in football legends Eli Manning, Mike Ditka, and Joe Gibbs to appear alongside Coach T, creating a new lineup of spots that blended humor, nostalgia, and authenticity. The production pushed the visual tone of the series further, giving it the polish and personality of a true sports franchise.

Coach T, Season 2 became a standout continuation of the campaign, earning enthusiastic feedback from both the client and viewers. The expansion cemented Coach T as one of Toyota’s most successful ongoing sports platforms and demonstrated how strong creative can evolve and grow season after season.