As a gamer, the chance to work on Microsoft's best-selling racing IP was a pretty big deal. Forza Horizon 6 artfully takes players across a fictionalized version of Japan — and with it, the chance to roam around in the Land Cruiser.

Land Cruiser had an awareness problem, & Forza offered 100M+ players who skewed young & split evenly male & female; this was exactly the buyer the badge hadn't quite reached. Putting the vehicle in the game meant the campaign would outlive a normal launch & live in that world for years.

Through my leadership, the Land Cruiser became the de facto mascot for Forza — gracing Fanta soda cans, Trolli snacks, and additional promo through an extension with Xbox for its 25th anniversary. I wanted the campaign to live inside the game's universe, though—a nod to the players, an easter egg, if you will — so in partnership with InterTrend we built an experiential activation called 'LOST & FOUND,' pulled from Forza's Barn Finds mechanic, where players explore the map to uncover hidden cars.