Toyota Parts & Service: Peace of Mind

As much as I love and obsess over cars, routine scheduled maintenance is seldom a sexy subject. But after owning many cars of questionable reliability, I certainly understand the fine underlying sense of anxiety that can comes from relying on a vehicle that can up and quit on you at any time. When my copywriter partner and I were tasked with developing a new campaign for Toyota Parts & Service, we had some (first hand) good insights.

That’s how we came up with the Peace of Mind concept, where we juxtaposed slightly misguided efforts to find equilibrium with the simplicity of trusting your vehicle to the mechanics who know it best and the parts built to make a difference. This was a lot of fun to put together - from planning and art directing the photoshoot, designing some automotive mandalas, and even slaving away on a video shoot.