Toyota embraces mountain peaks, whitewater rapids, cliffsides, and beaches with its truck family, driven by, as the campaign title suggests, “Outlast. Outlive.” Created by agency Saatchi & Saatchi, produced by Greenpoint Pictures, and directed by ROOS, “Outlast. Outlive.” found never-before-shot locations and captured the daring spirit of real-life adventurists as they base jump, surf, cycle, and climb, all while showing how Toyota trucks make these escapades possible.
The campaign films “Never Stop” and “Your World” included a high volume of setups across many remote locations in Canada, reaching new heights both figuratively and literally for adventure seekers. Limit-breaking visuals with raw emotionality put this campaign several steps ahead of standard truck advertising; the dynamic, fast-paced spots draw out thrill-seekers, capturing the awe-inspiring details that make these adventures worth it.
The directing team ROOS, comprised of brothers Josh and Logan Roos, has a long history of viscerally telling the story of what emotionally compels people to drive a specific vehicle. In this case, their technique of shooting with dynamic long lenses and zooms created a continuous sense of forward motion. The film features additional footage shot with underwater rigs and cameras mounted on the grille of a Toyota truck, as well as the on-screen talent themselves, creating a gritty texture that underlines the authenticity of this campaign. With every shot grounded in physical reality, the full fleet of Toyota trucks showcased in “Outlast. Outlive.” feels breathtakingly alive.
Michel Waxman, EP at Greenpoint Pictures, says, “This was one of the most rewarding and challenging productions, but truly everyone was in lockstep to create something that would raise the bar for trucks and ring true for the people who drive them. The Client and agency inspired us, and Josh and Logan don’t jump in halfway - the care, detail, intensity, and creative team were something special.”
CREDITS
CLIENT
Mike Tripp - Group VP, Toyota Marketing
Dedra DeLilli - VP, Marketing Communications
Owen Peacock - General Manager, Vehicle Marketing and Communities
Brock Cartlidge - Senior Manager, Vehicle Marketing and Communities
Alexandra Ahrendsen - Manager, Vehicle Marketing and Communities
Matt Larkins - Manager, Vehicle Marketing and Communities
SAATCHI & SAATCHI
Chief Creative Officer - Elaine Cox
Executive Creative Director - John Payne
Creative Director - Chip McDonald
Associate Creative Director - Matt Kern
Senior Art Director - Elmar van der Watt
Copywriter - Jimmy Warshawsky
Head of Production - Dogan Dattilo
Director of Content Production - Pamela Parsons
Content Producer - Chris Uka
Content Producer - Katarina Tomaszewicz
Senior Digital Producer - Kyle Hamada
Director Business Affairs - Dorn Reppert
Senior Business Affairs Manager - Kathi Bolliger
Client Partner - Claire Anderson
Management Supervisor - Emily Polczynski
Client Partnership Manager - Katie Berger
Group Director, Product Information - Matt Hardesty
Product Information Specialist - Justin Acosta
Junior Music Producer - Ruby Malamed
Senior Strategic Director - Amaya D'Amico
Strategic Planning Planner - Jordan Shelby
Senior Director, Community Activation - Phil Teeple
GREENPOINT PICTURES
Directors – ROOS
Owner, Founder – Michael Kuhn
Creative Director – Niles Roth
Executive Producer, Partner – Tatiana Rudzinski
Executive Producer, Head of Sales – Michel Waxman
Head of Production – Karen Berkowitz
Producer – Lisa Brugliera
Director of Photography – Jared Fadel
Prod Service Co: Circle Productions, Blake Powell EP
EDITORIAL | ARCADE
Editor – Erwin Fraterman
Executive Producer – Adam Becht
Head of Production – Annabelle Dunbar-Whittaker
COLOR | COMPANY 3
Colorist – Siggy Ferstl
AUDIO | LIME
Sound Design – Michael Anastasi
Executive Producer – Susie Boyajan
VFX | MAKEMAKE
Executive Producer – Chris Harlowe
Head of Production – Sam Cornwell
Creative Director – Andy McKenna
VFX Supervisor – Benoit Mannequin
