FasterClass
Toyota
In 2022, I had the opportunity to spotlight a next-generation sports coupe built for those looking for a thrilling driving experience – on or off the track.
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The foundation of the campaign was a clear strategic direction:
GET: Sports car lovers who doubt Toyota’s credibility in the sports car space
TO: Make them realize that heritage must be made by those who are willing to get out of their comfort zone
BY: Demonstrating how the GR86 is a fantastic opportunity for them to be a part of writing a new chapter in Toyota's history
Recognizing the deep passion many Hispanics hold for driving, we identified this audience as the perfect match for the GR86’s blend of performance and versatility. Through this insight, we crafted a creative brief that challenged the creative team to show how the GR86 was more than just a car—it was an invitation to take part in Toyota’s evolving sports car legacy.
The result? “Urban Professors” is a video series that bridges the gap between racetrack and real-life streets. Featuring everyday heroes—like a delivery driver, a paramedic, and a taxi driver—the campaign celebrates individuals who embody street smarts and live to drive. These “professors” demonstrate the power and precision of the GR86, turning every drive into a masterclass in performance.
