Toyota tapped Complex to tell the story of GRIP, its original anime series, because the brand wanted to connect with a young, culturally fluent audience that sees anime as more than entertainment—it’s lifestyle, fashion, and identity. Complex’s audience, with its deep roots in music, streetwear, and internet culture, was the perfect fit to show how Toyota’s move into anime wasn’t just a marketing play, but a real cultural investment.

Approach:
I developed two branded editorial features that traced Toyota’s history in anime—from appearances in classics like Initial D to the launch of GRIP. The stories balanced sharp, culturally aware commentary with Toyota’s brand message, making the content feel authentic to Complex readers while still spotlighting the brand’s innovation.

Impact:

• Positioned Toyota as not only reliable, but culturally bold and unexpected.

• Delivered branded content that read like editorial, avoiding the “sponsored” trap while still hitting brand objectives.

• Provided a example of translating brand goals into storytelling that resonates with a trend-savvy, youth-driven audience.