art direction + design
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2020 Yaris Hatchback

 
 
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The all-new 2020 Yaris Hatchback has all you need, so you can maximize what you want. Its compact build gives you the confidence to zip from point A to point B, and when impulse strikes, all the way to point Z. Its the lowest priced vehicle in the Toyota lineup and serves as an entry point into the brand. We decided to speak to Gen X, this group is impractically practical, choosing smart and useful things over luxury and excess. When conceptualizing an angle on how to stand out in a segment that is fierce with little differentiation across offerings, we took the approach of simplifying everything. Most competitors are telling very similar stories. We wanted to showcase how down-to-earth and functional the Yaris Hatchback is intended to be. By shaping simple backdrops that compliments the vehicle color and allow the features to standout. The minimalist backgrounds ultimately portray a sense of freedom; endless possibilities.

 creative & art DIRECTION | DESIGN

 
 
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Partner Credits
Toyota USA
Agency | Saatchi & Saatchi
Photographer | Wilson Hennessy
Creative Retouching | One White Chair