As creative director at The Visionary Group, Gabrielle was tasked with developing an experiential and content-driven program on behalf of Essence Magazine and their client Toyota. Toyota wanted to tap into Essence’s millennial African American audience and create a program that got consumers excited about the 2017 Toyota Camry. Her solution was to create an interactive, multi-room sensory experience that brought to life six “Sensory Words” that were part of Toyota’s broad media campaign, making them relative to the overarching theme of Afrofuturism and the vehicle itself.
The program was highly successful, earning 11.25M impressions on social media and 21M overall digital impressions. It also received praise within the industry — Gabrielle and Jovanca Maitland, the director of events and experiential at Essence were featured speakers at the 2018 Event Marketer Summit. View the case study presentation HERE.
Watch the the hero content piece and view highlights below.