GET BACK CHALLENGE.
SR. BRAND MANAGER | TOYOTA
THE PROJECT.It’s been 3 years since Land Cruiser’s been retitled in the North America, so we needed some momentous way to bring it back to the states with a bit of pizza.
THE GOAL.Expand the Land Cruiser brand into a new audience, authentically whilst respecting the culture and the roots from where it came.
THE RESULTS.The magic of this project was finding the intersection of where car culture and streetwear met—by harmonizing these two niche verticals, what formed was a new audience that the product and Land Cruiser brand could speak to, genuinely.