TOYOTA: JOYSIDE ATTRACTIONS
Driving Joy, One Unexpected Turn at a Time
The Ask:
Toyota came to us with a mission: bring their summer “Joyriders” campaign to life and drive awareness for the all-new Prius. The goal? Connect with a younger, female-centric Millennial and Gen Z audience who find happiness in the everyday — whether it’s a drive to the laundromat or turning errands into spontaneous adventures. And most importantly, get guests in the car — literally — to experience the joy of the Prius firsthand.yday — whether it’s a drive to the laundromat or turning errands into spontaneous adventures.
The Solve:
Enter Joyside Attractions — a series of delightfully unexpected LA-based events designed to turn everyday errands into moments of maximum joy, with the Prius at the center of it all.
We kicked things off with B. Sparklin’, a full-sensory takeover of a local car wash where we cranked the vibes all the way up. DJs set the mood, roller skaters handed out surprise prizes, and the “Wheel of Suds” gave guests a chance to win everything from free car washes to Toyota swag. The centerpiece? A disco-drenched Prius parked under a fringe canopy — equal parts photo studio and sudsy dream. A car wash never felt so joyful.
Then came the main event: Bustle B. Happy presented by Toyota. Inspired by the ethos of joy that lives at the heart of both brands, this all-day celebration transformed ordinary moments into dopamine-filled delights. The star? The Maze of the Mundane— an immersive, Prius-powered installation where guests turned everyday scenarios into unexpected adventures. A laundromat-inspired claw machine dropped Camry-themed merch, tarot readers offered a glimpse into the road ahead, coffee carts fueled the fun, and a “Passenger Royalty” photoshoot gave everyone their own main character moment inside the Prius. It was a joyride — literally.
Extending the Joy:
To make the joy last long after the events ended, we partnered with our in-house video team to build out custom photo studios and capture content-ready backdrops within each activation. Both events opened early to contracted talent and creators, giving them exclusive access to the experiences and turning them into first-hand narrators of the joy. These moments fueled a wave of social content that extended the campaign’s reach far beyond IRL.
What I Delivered:
Creative strategy, concept creation & event naming
Creative copywriting for pitch decks, activation decks, signage, and on-site moments
End-to-end event production from RFP to execution
Mood boards, creative RFP slides, and brand-aligned style guides
Content studio design for still + video capture
Coordination with video and photo teams for real-time storytelling
Marketing strategy for post-event rollouts
Talent preview and content seeding strategy
Collaboration with talent, PR teams, and external vendors to bring each activation to life
Oversaw budget management to ensure every moment of joy came in under budget
Final recap decks for client
The Impact:
Joyside Attractions brought Toyota’s “Joyriders” campaign to life with content-rich, highly Instagrammable, press-worthy moments that turned heads (and wheels). Pure joy — Toyota style.
The Results:
B. SPARKLIN’
372 Car Washes Given
1.2MM Pre-Event Social Impressions
940K Pre-Event Promo Newsletter SEnds
$85.5K Total Earned Toyota Social Vale
4.3MM Total Earned Social Impressions
B. HAPPY
926 Total Attendees
97MM Social Impressions
2.5MM Press Impressions
$3.6MM Earned Media Value
807 Guests Through the Toyota Maze
785 Passenger Took Photos Inside the Vehicle
THE CREATION OF JOYSIDE ATTRACTIONS
Bringing the Prius-powered joy to life didn’t happen overnight — it started with a big idea and a clear vision. Below are snapshots from the journey: early pitch decks and mood boards shared with Toyota, event style guides, sketches, and renders that shaped the activations. I collaborated closely with internal teams, external vendors, and the client to turn this concept into a vibrant, tangible experience that delivered on the Joyriders campaign — visually, emotionally, and literally.
THE VIDEO CONTENT
To keep the joy rolling long after the events wrapped, we teamed up with YouTuber, TV host, and actress Michelle Khare to take viewers behind the scenes. From car wash cameos to maze moments, Michelle captured the magic at both events, creating scroll-worthy social content that extended the experience beyond IRL and into everyone’s feed.