Toyota trucks go wild in Canada

The campaign includes the films Never Stop and Your World, which feature Toyota trucks alongside people pursuing outdoor activities.

Toyota has taken its truck range into mountains, rapids, cliffs and beaches in Outlast. Outlive., a campaign created by Saatchi & Saatchi and produced by Greenpoint Pictures. Directed by brothers Josh and Logan Roos of ROOS, the campaign follows adventurers as they base jump, surf, cycle and climb across remote locations in Canada.

The production involved multiple setups across challenging locations, using a combination of long-lens photography, zooms and action-focused camera work to maintain a sense of movement.

Toyota campaign takes trucks into remote Canadian terrain

The films incorporate underwater rigs and cameras mounted to the grille of a Toyota truck, alongside footage captured by the on-screen talent. The approach gives the campaign a textured visual style while keeping the action grounded in physical environments.

ROOS, formed by brothers Josh and Logan Roos, has worked on automotive storytelling focused on the emotional motivations behind vehicle choice. For Outlast. Outlive., the directing team used dynamic long lenses and zooms to create continuity between the different adventure sequences.

ROOS brings a documentary feel to truck advertising

The campaign places Toyota’s truck range within a series of real-world outdoor pursuits rather than relying solely on conventional vehicle-focused imagery. The films move between landscapes and activities while showing the trucks as part of the adventurers’ journeys.

The production took place across numerous remote Canadian locations, requiring extensive coordination between the agency, production company, directing team and on-screen talent.

Greenpoint Pictures delivers a demanding production

Michel Waxman, Executive Producer at Greenpoint Pictures: "This was one of the most rewarding and challenging productions, but truly everyone was in lockstep to create something that would raise the bar for trucks and ring true for the people who drive them. The Client and agency inspired us, and Josh and Logan don’t jump in halfway – the care, detail, intensity, and creative team were something special."

www.toyota.com

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