Toyota Epic Journey Campaign
with Toyota, Life Time Fitness, and Campos Creative Works
Toyota and Life Time Fitness supported Mike & Jenn McGuire in their goal to complete their first triathlon. The married couple with four kids completed the Spring 2014 Life Time 90-day Challenge, where they collectively lost 173 pounds. Upon completion of the challenge, they committed themselves to continue healthy lifestyles by focusing on new goals which included finishing their first triathlon. The eight-week training program culminated at the Life Time Oceanside Triathlon on October 26, 2014.
Team Toyota athletes Sarah Haskins, Hunter Kemper, and Andy Potts — along with Life Time Tri Coaches — provided weekly training sessions, nutrition plans, and encouragement.
I worked with producers Sarah Burris and Eric Germansky at Campos Creative Works to think through the visual brand of this campaign, as well as the platform and strategy to develop and share the message.
The visual message had to be in line with Toyota branding and also in connection with the Epic Moments campaign.
Ultimately, a blog was chosen as the best way to share their story every week and to involve and encourage others to join along by providing fitness plans and nutrition tips. We also posted an inspirational quote every Wednesday.
The project was completed at the Oceanside Triathlon where Mike and Jenn completed their goal and ran through the finish line. I was grateful to be there and meet them in person and see them succeed together. Hearing their story and seeing them in person made it a much more personal project for me.
After the race, a summary video was made, and I designed an advertisement that ran in the Experience Life magazine January/February 2015 edition.