Let’s face it, when you imagine a sleek and sexy ride, Prius isn’t the first thing to come to mind. But the new Prius Prime is a sporty, tech forward car that combines performance with high end features. So how do you change this “uncool” perception and get diverse audiences to consider the all new Prius Prime? You blindfold them!
This twist on the traditional new vehicle test drive takes unsuspecting customers in market for a new car on a blindfolded “test ride” in the new Prius. This campaign focused on a multicultural audience and was Toyota’s first “Creator” campaign starring Forrest Jones from popular YouTube channel Forrest's Auto Reviews.  
Role: Creative Director
Production: Saw Horse
Prius Prime Longform
Prius Prime :15s Asian Audience
Prius Prime :15s Hispanic Audience
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