TOYOTA x VOGUE MET GALA
2023 | Integrated Brand Campaign
The Insight
The Met Gala is the single biggest cultural moment in fashion — the one night a year where style becomes news, where a car pulling up to the steps of the Metropolitan Museum of Art is as photographed as the gowns coming out of it. Toyota was launching the redesigned Prius and needed to reposition it: not as the sensible hybrid it had always been, but as a vehicle with genuine style credibility. The insight was simple and audacious — what if the car itself became a fashion object?
The Idea
Position the Toyota Prius as the Official Vehicle of the 2023 Met Gala, and build a campaign around it that earned attention rather than just buying it. The centerpiece: Your Chariot Awaits — a Vogue-produced branded content series featuring a designer creating a custom wrap for the new Prius, treating the car like a canvas the same way fashion treats the body. The campaign extended across Vogue's digital and social platforms, the Met Gala livestream, and a robust high-impact media package — all timed to fashion's biggest night.
My Role
I co-developed the creative strategy alongside Condé Nast's creative team and led the client pitch. With my sales partner at the Genesis Open and a tight deadline looming, I presented the full program to the Toyota team on my own — and closed the deal almost on the spot. I then served as the cross-functional lead from brief through post-campaign analysis, coordinating across creative, production, editorial, legal, and the Toyota brand team to bring a live Met Gala activation to life on deadline.
The Result
The campaign drove 195 incremental vehicle sales, 3x ROAS, and $6.9M in incremental revenue — validated through matched control methodology using DMV data. The Brand Impact Study showed +31.7% increase in model unaided awareness, +7.8% lift in consideration, and +22.9% increase in the perception that Prius "has an unexpected new look." The campaign was published as a Condé Nast case study.