To leverage Toyota’s sponsorship of the 2009 Summer Dew Action Sports Tour, we were tasked with developing unique creative in order to reach high rates of youth participation and spectatorship. The goal was to foster an emotional connection by leading the youth surveyed to begin to see the Toyota brand as “being like me.”

Drawing inspiration from the look and feel of 1960’s monster movies, the posters reinterpreted action sports portraying the athletes as larger than life figures amid epic battles. We employed Tavis Coburn to execute the illustrations, presenting Toyota as a credible, authentic and relevant brand to a young and aesthetically savvy audience.

The custom posters worked well for the athlete autograph sessions, and provided a high quality branded keepsake for the fans to take home from the event. Over 2500 were signed by the athletes.