Quiet Strength

Independent media agency H/L has once again partnered with NorCal Toyota to launch "Quiet Strength," a campaign anchored by a hero film of the same name and an artist spotlight on Bay Area-born and raised singer Ashley Mehta, featuring a dedicated music video for her new track from FOX Entertainment Music (FEM), “Vision.” Blending cinematic storytelling with music discovery, the campaign also marks the official global debut of Mehta’s latest single—strategically amplified across social media as a trending sound on TikTok and Instagram, while simultaneously activating a network of 20 to 30 hyper-local creators to drive authentic content and organic reach, sparking a grassroots movement.

A testament to H/L's expertise in multicultural marketing and Toyota's commitment to authentic, resonant messaging, "Quiet Strength" brings together a major brand, a rising artist, and a leading entertainment partner in a singular creative collaboration. Culturally rich and emotionally grounded, the campaign underscores Toyota's deep connection with its diverse Northern California customer base. By leveraging a deep understanding of the Northern California market, the campaign was built on the insight that young Asian consumers are driven by an empowered pursuit of excellence, moving far beyond generic representation to create a more powerful and relevant message. Celebrating artistry, heritage, and the signature sound of the Bay Area, Quiet Strength tells the story of a young woman’s determination—set to the empowering vocals of Ashley Mehta.

The films produced with H/L’s in-house production studio, Wolfhouse, feature a storyline for “Quiet Strength” that is designed to be current and dynamic, genuinely reflecting the values of today’s young Asian American consumers. Working in collaboration with FOX Entertainment’s multimedia music division, successfully paired H/L with Ashley Mehta, a musician of Filipino and Indian descent from the Bay Area. With her music reflecting the sentiments of ambition, perseverance, and passion, her song “Vision” provides an anchor to the campaign. The complimentary music video assets feature Ashley Mehta alongside the Camry XSE and serve as a catalyst for a steady stream of dynamic social media assets, including reels, still images, and GIFs. The campaign also includes an Artist Spotlight, delving into Mehta’s personal journey and cultural influences. This campaign builds on H/L's established track record of using music to forge genuine connections between brands and local communities, ensuring the message feels true and culturally resonant.

H/L’s VP Director of Multicultural Marketing, Yunilda Esquivel, says of this campaign, “Quiet Strength reflects how culture and ambition intertwine. Through Ashley Mehta’s song ‘Vision’ and our partnership with FOX Entertainment Music, we wanted to celebrate the fearless pursuit of excellence and the quiet confidence that defines so many in our communities. This campaign is a reminder that true connection happens when brands lead with authenticity and cultural depth.”

“Our team at FOX Entertainment Music strives to champion independent musicians and amplify their voices through meaningful placements in visual media across the FOX portfolio and beyond,” said Katy Gavillet, VP of Creative Music, FOX Entertainment. “Partnering with H/L to place Ashley Mehta’s “Vision” in such a special multi-faceted campaign for NorCal Toyota brought new life and dimensionality to the song, while celebrating FEM’s mission to reach new audiences through innovative storytelling.”