Toyota- Music in Motion
The Assignment- Develop engaging content about Toyota’s flagship vehicle, the Avalon. And deliver strong engagement for Avalon’s core target: the non-conformist “rule breaker”. Those who have worked hard, earned respect and not only embrace the road less traveled but find success and own it. While also partnering with musical artists for their upcoming releases.
In turn, we created artwork for the upcoming albums in new ways.
Our first film features Doug E. Fresh The Original Human Beat Box.
Music in Motion- Doug E Fresh:
With the #1 question about the mysterious and illusive Jay Electronica being -Is Jay Z Jay Electronica? We decided to put the question to rest. We not only showed the artist but made artwork for the album fans waited over a decade for.
Music in Motion- Jay Electronica:
CREDITS Agency: One X studios, Client: Toyota Avalon Executive Producer Sherina (Machine) Florence EP- Detavio Samuels Creative Director Sherina (Machine) Florence Agency: Decon Director Jason Goldwatch DP Zeus Mourand Executive Producer Misha Louy Producer Ian Blain Esme Wright Production Designer Greg Allen Lang Music Alexander Spit Editor Farah Kahlid
We captured Jay Electronica in the songwriting process to tease the new album, and tap into fan anticipation of the ablumn they’d been waiting on for almost a decade.
#MusicInMotion spread organically and was picked up by many major publications.
(Jay still didn’t release the album until March 2020. It’s currently up for a Grammy A Written Testimony)
