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Toyota Tacoma

Challenge:

Position the Toyota Tacoma as a rugged and capable vehicle that meets extreme adventure-sports enthusiasts' lifestyles.

The Idea:

This campaign was inspired by the famous work of journalism photographers and diarists Peter Beard and Dan Eldon. Famous for their rawness and visually emotional work in the remote wildlands of Africa; both captured the viscereal complex relationships between her people and their environment.

 

The work wanted to feel organic and tactile, distressed but purposeful. Its messaging is evocative of Tacoma's durability and of those who adventure to places where most cannot.

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Tacoma-Scars.png

jaredhamaguchi.com. 

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