Toyo Tires Any Vehicle. Every Terrain.

During the height of the global pandemic in 2020, Toyo Tires was set to introduce the all-new Open Country A/T III tire. The timing of the release created a few challenges, but rather than delay the launch, a new plan was set in motion. We were tasked to source vehicles for the shoot, which would take place over the course of 3 weeks throughout California and Utah in remote locations. We turned to our Team Toyo brand ambassadors to participate. The result was authentic content featuring genuine enthusiasts passionate about their rigs and the outdoors. In addition, we facilitated a PR campaign targeting automotive and outdoor media outlets. The combination of strategies lead to the most successful tire launch ever for the company.