‘We location scouted on Zoom’: how Toyota and Saatchis shot a new campaign remotely

Apr 06, 2020 - The Drum

Coronavirus is forcing brands to rewrite their messaging and marketing plans as lockdown renders their previous efforts ineffective or offensive. They’re also having to produce new creative without the luxury of a studio. Here’s how Toyota and Saatchi & Saatchi LA managed.

Toyota, like the majority of car brands, plans its marketing campaigns around a cyclical calendar. It advertises sales events and launch events, and these are determined by the production schedule agreed upon months...