Generations in Focus.
To capture the authentic spirit of truck culture, we teamed up with legendary automotive photographer Larry Chen, bringing his unique eye and deep connection to car culture to the campaign.
The José Expedition
A new generation of trucks. Generations of resilience.
For the social campaign, we brought together three generations, three Toyota trucks, and one name: José. Inspired by the tradition of passing names down through Latin American families, "The Josés Expedition" brought a grandfather, father, and grandson together for an adventure in Toyota's new family of trucks. Along the way, we put more than the trucks to the test. These Josés shared a name. But had they inherited the same grit?
