National Geographic x Toyota 4Runner
To launch the newest 4Runner, Toyota partnered with National Geographic CreativeWorks on a cinematic campaign designed to resonate with modern adventure seekers. Shot in Bend, Oregon with photographer and explorer Jody MacDonald, the film asked a central question: “What does the wild mean to you?”
The Ask
Toyota’s goal was to reintroduce the 4Runner to adventure seekers who see the outdoors as a place to rediscover self-reliance, freedom, and possibility. While known for rugged capability, the 4Runner needed to be reframed as more than a tough SUV—it had to become the vehicle that immerses you fully in the experience of the wild.
The Approach
To deliver on the brief, we centered the campaign on Jody’s perspective of the wild—as a playground, a proving ground, and a sanctuary. By capturing her journey in Bend, Oregon, the creative positioned the 4Runner as the enabler of awe-filled exploration, authentically connecting the brand to its target audience.
What I Did
As Producer and Creative Lead, I managed the project from development through delivery. I aligned Toyota’s objectives with Nat Geo’s editorial voice, collaborated with Jody to shape an authentic narrative, and oversaw production on location while managing our production partners. I also directed the delivery of the full asset suite: a cinematic hero film, three digital articles, short-form social content optimized for TikTok, Instagram, YouTube, and Facebook, and supporting photography.
