One car. Two rhythms of city life.

My role

Campaign strategy and concept, creative direction, art direction, AI production and editing.

Context

An internal campaign concept developed for Approach, exploring a proposed launch narrative for the AYGO X.

The idea

I built the concept around two different experiences of Brazilian city life: the intensity of São Paulo and the movement between city and coast in Rio de Janeiro.

The decisions

The locations give the vehicle a human context. São Paulo brings density, scale and pace; Rio connects urban routine with landscape and the coast. Together, they offer two expressions of the same product story.

That contrast shaped the environments, visual direction and rhythm of the film. Keeping one narrative across both settings was central to making the work feel like a campaign.

My contribution

Strategy, concept and visual direction, from the first boards in Figma to the final cut of the film and stills.

How it was made

The car wasn't on Brazilian streets yet, so the film had to imagine it there convincingly. We started with what was real: our own photographs of the AYGO X and Toyota's official imagery. Before generating anything, I mapped every scene in Figma, from the dense São Paulo avenues to the drive from city to coast in Rio. AI did the heavy lifting, placing the car in each setting and bringing the frames to life as motion. Then came the part no model handles on its own: in the Adobe suite I went shot by shot, fixing wheels, badges and reflections that had drifted, and balancing color so both cities felt part of one campaign.

The work

A film and supporting images for internal presentation, giving the team a concrete expression of the proposed direction to evaluate.