Toyota | Dare
Move forward. Break records. Defy limits.
For Toyota’s Dare campaign, we partnered on a teaser built around one of the most extreme endurance challenges in sport: The Speed Project — an unofficial, unsanctioned running relay that spans roughly 340 miles from Santa Monica to Las Vegas through desert, highway, and relentless terrain.
Unlike traditional races, The Speed Project has no fixed course, no aid stations, no official rules — only grit, strategy, and the drive to finish faster than anyone else.
In the context of Dare, the Speed Project becomes a metaphor for pushing beyond limits — a backdrop of endurance, velocity, and human resilience that parallels Toyota’s philosophy of forward movement and innovation.
The Story
Six runners. Roughly 340 miles. Desert heat and night-cold. Long stretches without support. Only one goal: beat the record.
At its core, The Speed Project strips competition down to primal perseverance — running without rules, over terrain that tests every ounce of physical and mental fortitude.
The teaser captures:
Strategic pacing across a vast, desolate landscape
Teamwork in motion
Unfiltered moments of endurance
The visceral grit it takes to exceed human expectations
Because moving forward — whether in sport, innovation, or life — is never linear.
The Approach
We treated the route and the run itself as narrative terrain:
Visceral, kinetic, relentless.
Editorial pacing mirrors the rhythm of a long run — alternating moments of intensity with quiet resolve, accelerating toward scale but staying grounded in human will.
The result: a teaser that feels less like an ad and more like an invitation — to push harder, think bigger, and dare differently.