A PEAK OPPORTUNITY
Every winter, the Northern California Toyota dealers partner with Squaw Valley to drive up resort and dealership traffic. It’s a mutually beneficial promotion aligned with the end-of-year push. Typically a routine sponsorship, though in an Olympic year, it carried heightened visibility and elevated expectations across the board.
 Leverage Partnerships and Build Brand Affinity |
Reinforce Toyota’s World Class Reliability |
Cultivate Interest and Dealer Engagement |
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DRIVING HISTORY
In celebrating Lake Tahoe’s deep Olympic roots, I developed this informative docu-style campaign anchored by charismatic Gold medalist, and NorCal native, Jonny Moseley—who brought his own personal charm to this region’s rich history.
ROLL:
Creative Direction, Concept, Art Direction, Scriptwriting and Editorial Oversight
Built On Legacy
The following spots were framed around the themes of History, Firsts, and Persistence — qualities shared by Olympic legends and Toyota vehicles alike.
Freestyling Engagement
We created a social content library featuring Jonny Moseley and mountain-ready Toyota vehicles, combining candid banter with handheld footage. Shared across NorCal Toyota, Squaw Valley, and Jonny’s own channels, the videos showcased his personal take on various vehicles and features, offered behind-the-scenes moments, and highlighted resort conditions—driving strong engagement and boosting brand visibility for both Toyota and the resort.
Above and Beyond
Additional sponsorships featured high-impact placements, including social content, wrapped funitel lifts, and paid media, all driving traffic to a branded microsite with vehicle deals, ticket giveaways, and a live snow cam — further fueling consumer engagement.
The use of Olympic Marks, Terminology and Imagery is authorized by the U.S. Olympic Committee pursuant to Title 36 U.S. Code Section 220506