The Toyota Grand Highlander is premium, three-row SUV designed with the idea of creating more interior space for families to make more memories together. To help launch this new vehicle in the most grand way possible, my team and I at the Amazon Brand Innovation Lab conceptualized, designed and produced the Grand Adventure Drive-In Experience.
We partnered with the movie magic experts at Cinespia to build a drive-in theater and adventure wonderland in the legendary hills of Griffith Park, Los Angeles. To make this event an enjoyable experience for kids of all ages, we chose the 1990s classic comedies Matilda and Addams Family Values as a double feature.
Free tickets were made available to customers via an event landing page, which I designed and worked with a dev partner to code and launch on Amazon.com. The landing page also featured Grand Highlander content, and for families not local to the drive-in event, steps on how to host your own outdoor movie screening at home with Prime Video.
Upon arriving at the event, attendees were welcomed with a custom "watch kit" that included the drive-in movie night essentials such as blankets, snacks, lanterns, and phone chargers (all event branded, of course). On the grounds of the drive-in, a suite of Grand Highlanders were on display for families to explore and Toyota Product Specialists (aka Grand Adventure Counselors) were on hand to answer customer's questions about the vehicle.
Throughout the evening, complimentary snacks and refreshments were available at the Grand Adventure activities center, where a variety of family-friendly experiences were offered. Highlights included the Alexa-enabled Camp Orion Astronomy School, themed photo opportunities, a live puppet show and a fantasy forest play area with enchanting fog bubbles. To top it off, four lucky families were randomly selected as Grand VIPs, securing the best seat in the house inside of a Grand Highlander positioned front and center of the screen. These vehicles were equipped with every comfort imaginable, including Adirondack chairs, pillows, blankets, and a Grand Adventure VIP Prize Pack.
Post-event, customer surveys and VoC documented on social media (such as this instagram post) showed The Grand Adventure Drive-In was successful in achieving both campaign goals: a) raising Toyota brand awareness and affinity and b) creating memorable, "surprise and delight" moments for families. As Art Director on this project, I was able to strengthen my skills in event production, building partnerships with third party teams, visual design and packaging design.
Toyota / event, activation, website, packaging / art direction, graphic design, packaging design, UX/UI design