Our imagery evokes a positive world where Toyota vehicles are used to authentically embrace the wonderful of every day.
The Toyota world comes alive in every image we create. From concept to color, everything is infused with the excitement and optimism synonymous with our brand. We achieve this by using the same approach, core tenets, color profile and technical guidelines across all imagery.
Within the Toyota world, each vehicle has its own personality, purpose and appeal. To connect authentically with such a range of audiences, we craft vehicle-specific stories that are flexible and diverse across products, people, environments and lifestyles.
As a brand, our photography appears natural and relatable to a diverse audience who can easily imagine themselves in the scenes we capture.
Create an emotional connection with the audience by using familiar narratives and scenes.
Exude authenticity with every image, across vehicles, narratives and talent.
Embrace spontaneity by catching subjects in the moment, so they don’t seem forced or posed.
Every image is a chance to reinforce what makes Toyota unmistakable. Foundations such as our Creative Lens, Sensibility, Values and Principles should ultimately guide all our stories. With this in mind, consider the following critical objectives when developing a concept.
Every story is within reach.
Make images believable by ensuring all scenes are believable and attainable.
Every moment isn’t perfect.
Include some spontaneous moments where things don’t go as expected for a fun and authentic output.
Every body is invited along.
Deliver on our commitment to inclusivity by representing our diverse audience across our portfolio of images.
Every day has some wonderful.
Embrace the wonderful moments in life, big and small, by featuring relatable and emotionally resonant narratives.
Every detail makes sense.
Choose lifestyle details, talent and locations that work together and make sense for the target audience.
Every vehicle enables the story.
Give every narrative purpose by featuring the vehicle in an integral role in the characters’ lives.
Our narratives embrace the individuality of our vehicles. Just like we make vehicles with different peoples’ needs in mind, we craft scenes for specific audiences. Learn how the product, people and environment in each image work together to maximize vehicle expression while still staying true to our brand.
This shot uses a low angle to emphasize the climb across the rugged terrain, showcasing how RAV4 is ready for any adventure.
A high angle plays off the dynamic lines in this image to create a stylish, modern feel for Corolla’s fun-to-drive personality.
Making the driver’s side a focal point in this image helps capture the thrill of driving Supra.
-
Lead Role
The vehicle is the central focus of the shot.
-
Supporting Role
The vehicle is secondary to the human interactions happening in the frame.
-
Background Role
The shot is about a human moment, but the vehicle contribution is implied.
-
Casting
Our talent should look less like models and be more identifiable with our varied customer base.
-
Relationships
Scenes should convey the relationships and connections between characters in the story whenever possible.
-
Lifestyles
Activities and hobbies should reflect the target audience with wardrobe and prop styling authentic to the narrative.
-
Support the Story
Locations and backgrounds should add to the story and work together to create visual and narrative continuity.
-
Inspire Discovery
Locations should be consistent with our brand values, inspiring freedom of movement.
-
Real Not Staged
Keep it authentic with environments that feel real and not staged.
We elevate our stories visually with thoughtful arrangements, clear focus and natural lighting.
Close-Ups
Close-up shots show details and create visual tension.
Mid-Range
Mid-range shots demonstrate what it’s like to engage with the product.
Wides
Wide-angle shots evoke a sense of place and the spirit of discovery.
Tight Shots
Use sharp focus to capture product details and avoid peripheral features falling out of focus.
Depth of Field
Depth of field should appear natural and be used with intention to create a focal point.
Motion Blur
Blur should be used with purpose and restraint to convey a sense of motion.
Natural Lighting
Lighting should appear to accentuate the scene naturally—outdoors or in the studio.
White Balance
Images should appear naturally white-balanced and not stylized.
Shadows
Shadows should appear natural and not overly harsh or dramatic.
