Curiosity
can take us
anywhere.
We set out to show that with Toyota, curiosity can take you anywhere — from the classroom to the cosmos, and beyond what’s possible today.
Concept:
Boldly Reimagining Life
We set out to reposition Toyota in the minds of modern consumers — from a brand known for reliability to one defined by imagination, innovation, and progress.
We wanted to spark curiosity, showing how Toyota’s vision extends far beyond the road — toward new frontiers of mobility, technology, and possibility.
Through storytelling led by real scientists and future-facing concepts like the Lunar Cruiser, The Woven City and Toyota LQ, our goal was to invite audiences to dream with Toyota — a brand boldly reimagining life.
Role
Creative Direction
On-Set Art Direction
Team
Corey Seaton - GCD
Copywriter - Payton Cianfarano
Sr. Producer - Catherine Antoniello
Project
Curiosity
Client
Toyota USA
Agency
Burrell Communications
CURIOUSITY: 30
The hero film, “Curiosity,” follows real-life astronomer Dr. Aomawa Shields, whose classroom question launches a journey from Earth to the moon, symbolizing Toyota’s limitless imagination. Supporting digital, social, and radio assets expanding the story, positioning Toyota as the brand that boldly reimagines life.