Full Fun. Full Hybrid.
New Toyota Aygo X
Short overview
For the December launch of the new Toyota Aygo X, we translated the overarching ATL campaign into a digital-first ecosystem built around “Full Hybrid. Full Fun.”
While the TVC and key visuals were developed externally, our role focused on shaping and directing the full digital rollout across social and display channels.
The objective was to generate strong awareness and guide audiences toward engagement and consideration. I led the creative direction of the digital layer, building a cohesive system that carried the idea from first impression to conversion.
Client
Toyota - Dec. 2025
Role
Design Lead
Team
2 Designers, 1 Developer
Meta Moment
The challenge
The launch required us to communicate multiple messages simultaneously: hybrid efficiency, driving fun, Private Lease pricing and temporary trade-in value. All while taking into account short attention spans and highly structured platform formats.
The challenge was to balance playfulness with clarity: creating energy and personality while keeping the communication conversion-focused and easy to digest.
Creative Direction
The campaign translated the central line into dynamic, playful visuals, inclusing the recurring concept of the miniature Aygo X cards racing through the city.
I defined the visual framework across channels:
Clear hierarchy for pricing communication;
Social-first adaptations (9:16 storytelling);
Consistent alignment between awareness and performance layers.
The concept needed to feel coherent across social and display channels, not like separate executions.
Story Builder - Chapter 1
Story Builder - Chapter 2
Execution & collaboration
I led a team of two designers and one developer throughout the campaign. My role focused on defining visual direction, aligning concept with platform requirements and providing structured feedback to maintain consistency across the all assets.
Given the scale and variety of formats, creative cohesian was essential, particularly between awareness storytelling and conversion-driven formats.
Story Builder - Chapter 3
Social & Funnel Structure
We structured the Meta rollout in phases:
Meta Moment (Awareness)
A 15” cut-down introduced the playful concept and generated initial buzz.
Story Builder (Consideration)
Three sequential chapters focused on compact design, hybrid technology and color options, gradually deepening engagement.
I translated the broader campaign idea into this layered structure and ensured narrative and visual consistency across all social assets.
Interactive Display
In parallel to the main campaign rollout, we developed an interactive in-banner game as a separate track within the display layer.
The idea originated from an internal co-creation session, initiated to explore more playful and engaging formats for Toyota. From this session, the concept emerged to translate the Aygo X into a pixel-art driving game. This was we reinforced the “Full Fun” spirit in an interactive way.
I contributed to shaping the overall concept direction, created the initial visual skets and intro flow, and ensured the game aligned with the broader campaign’s tone and identity. The detailed game design and mechanics were further developed by one of the designers, in close collaboration with a developer.
The final result added a distinctive engagement layer to the campaign, translating product USP’s into interactive elements while maintaining brand consistency.
Impact
The campaign launched as a cohesive multi-channel experience, successfully combining brand storytelling with performance-focused digital execution. Final performance results are currently being collected.
Reflection
With more time, I would further expand the interactive layer of the campaign: exploring additional moments where play and product storytelling could merge even more seamlessly.