Lexus & Toyota — Automotive Campaign Work at ATMT
The context
At ATMT I worked as a Junior Art Director on campaigns for two of the most demanding brands in the market: Lexus and Toyota. Global automotive brands come with some of the strictest brand guidelines out there, precise typography, controlled color, exact logo treatment, so the challenge isn't freedom, it's finding room to be creative inside a tightly defined system
What I did
I collaborated on the creative concepts with the team and then brought them to life as finished work, focused on the digital and social side of the campaigns, plus motion. The job was to take a strategic brief and a rigid brand book and turn them into content that still felt sharp and premium as it moved across channels.
Working to a manual this strict taught me something a looser brief never could: how to keep an idea alive under real constraints, and how to make "on-brand" and "creative" the same thing rather than a trade-off.
The work
- Collaborated on campaign concepts alongside the creative team
- Produced social and digital campaign assets, holding to Lexus / Toyota brand systems
- Created motion and video content for campaign use
- Adapted concepts across formats while keeping visual consistency
Why it matters
The pitch work contributed to ATMT winning the account, a result the whole team shared. For me, the lasting value is the discipline: automotive CI is as strict as brand work gets, and learning to stay creative within it is exactly the muscle that carries into every brand I've touched since.
