When it comes to trucks, you’re either a Ford or Chevy guy. I wanted Toyota to enter the ring with a balls out masculine tone that placed the Toyota Tundra in the conversation. So I came up with the Overbuilt concept. The client loved it and I got to work with one of my all time favorite directors, Sam Bayer, who also directed the Smells Like Teen Spirit music video by a band called Nirvana.

Sam told stories. I listened. We made a fun little film together.