As part of the launch for Toyota’s hydrogen-powered Mirai, every piece of communication needed to reflect the innovation behind the vehicle itself. The team was challenged to create a digital experience that not only highlighted cutting-edge technology but used it in a way that felt human and creative.

As lead art director, I helped translate the 2D assets from the print campaign into a fully realized 3D digital world. Working with Tool, we developed an AI program powered by IBM Watson that could write personalized headlines for users based on their interests; the first use of AI in advertising. The campaign, titled Thousands of Ways to Say Yes, combined data-driven personalization with strong design craft to make advanced technology feel approachable and engaging.

The project broke new ground for both Toyota and the advertising industry, setting an early example of AI-assisted creativity. It was featured in industry publications such as AdWeek for its innovative approach and helped position Toyota as a brand at the forefront of technological storytelling.