Toyota Racing or Toyota Gazoo Racing is a motorsport division of Japanese car manufacturer Toyota. Alongside competition activities, the division develops technologies for the GR sub-brand of Toyota's sports and performance-oriented production road cars. The Toyota Racing drift team regularly participates in the Formula DRIFT competition held yearly across the United States. Formula DRIFT is recognized as North America's professional drifting championship series. Each year the Toyota brand will hold an event activation experience in the series at each of its locations.

https://www.toyota.com/racing/tgrna/formula-drift

THE PROJECT

At each event activation, the brand needs assets to promote the drift team and their vehicles. The space requires an initiative that captivates Formula DRIFT attendees and hopes to expand the brand’s exposure. Typically the event space will need a giant backdrop with branded decorations plus supplemental brand-related activities to gather visitor information and keep them entertained while in the booth space. In addition, there will be Toyota Racing/Toyota Gazoo Racing branded takeaway items that help expand brand exposure.

THE RESULT

A backdrop for the event activation was created with vehicle images of the four drivers on the Toyota Racing/Toyota Gazoo Racing drift team. The separate photographs were composited together in one singular image as if they were driving alongside one another. Different signs were created for print and displayed at the activation to promote activities visitors of the space can enjoy. These signs were created with the targeted audience in mind, serving to cater to their bold and driven aesthetic. A supplemental presentation deck was created that embodies the whole activation and what it includes. This deck served to display the other aspects of the activation display including branded popup tents and stanchions, giveaway t-shirt designs, and a vehicle wrap for the HINO truck that’s the backbone of the display.