Description
Toyota's "Department of Human Technology" campaign aimed to shift brand perceptions among tech-forward Asian Americans who may respect the brand's reliability but do not yet view it as a visionary tech leader. Rooted in a "Humanity First" philosophy, the campaign highlights that true innovation is not just about technology for its own sake, but about amplifying human capabilities and making everyday experiences better.
The creative work centered on the fictional Toyota Department of Human Technology Toyota Department of Human Technology, a cinematic and interesting lab led by our fake Chief Innovation Officer played by Randall Park. Through deadpan humor and premium visuals, the campaign addressed real pain points through relatable storytelling.
In our Outlast, we demonstrated how our durability evolved from our trust Tacomas to our bZ4x. In Anxiety, we explored concept breakthroughs designed to solve range stress and charging concerns. Through our campaign, we proved that true innovation isn’t always about the loudest features but about making the electric future serve the people.
This professional campaign titled 'Department of Human Technology' was published in United States in August, 2025. It was created for the brand: Toyota USA, by ad agency: Intertrend Communications. This Digital and Film media campaign is related to the Automotive and Personal Transportation industry and contains 4 media assets. It was submitted 7 days ago.
Credits
Advertising Agency: Intertrend Communications
Production Company: Lawrence Fells Productions
PR Agency: Meehan Business Advisers
Intertrend Communication
CEO: Julia Huang
SVP, Managing Director: Rita Cheng
Executive Strategy & Creative Director: Matthew Choy
Executive Director: Michael Vitug
Creative Director: Eugene Kim
VP, Account Management: Joe Min
Executive Account Director: Alyssa Hu
Account Supervisor: Monique Esquillo
Account Executive: Violet Huynh
Strategy Director: Pallavi Reddy
Associate Strategy Director: Esther Lee
Sr. Strategic Planner: Philip Kim
Executive Producer: Jeanette Kung
Executive Media Director: Cheryl Lee
Media Manager: Tiffany Khuu
Media Planner: Jin Choi
Toyota Motor North America
Group Vice President, Marketing: Michael Tripp
Manager, Brand: Alex Ahrendsen
Senior Planner, Brand: Sean Mahase
Sr. Planner, Brand Media: Scott Bennett
Vice President: Dedra DeLilli
General Manager: Tiffany Shido
