Toyota x ComplexCon: SHIFT
Branded Content Editorial: Limited-Edition Zine

Agency: Complex Brand Partnerships Studio
Client: Toyota / InterTrend
Role: Creative Producer

Toyota and Complex joined forces to spotlight the car brand's support of Asian and AAPI communities, manifesting in an Asian-led shopping experience commemorating Complex's 20th anniversary, all curated by Japanese designer Verdy.

In celebration of this milestone, Toyota and Complex collaborated on SHIFT, a special limited-edition zine. This zine highlights Asian and AAPI visionaries who have significantly influenced the blueprint of hip-hop and pop culture throughout the years, while also featuring emerging creatives who are ready to carry the torch.

Contributions:

• Partnered on the creative direction, development, and production of the zine, providing clear roadmaps for its execution.

• Ensured the program promoted an inclusive culture representative of the Asian diaspora and consistent with the campaign messaging. Collaborated on curating talent featured in the zine.

• Executed contracts with artists/illustrators, setting expectations, workflows, and deadlines