I helped create this this series of snackable feature highlight videos for both Toyota.com and a YouTube playlist. We were challenged to craft a narrative that spoke to the target demographic while highlighting the selected features. Shot over three days at the top of Mammoth Mountain, the result was ten informative videos that demonstrated the benefits of each feature in an engaging, entertaining fashion.
Copywriters: Justin Kaehler, John Naderi
Art Director: Dennis Atkinson
Director: Jake Banks - Golden
Agency: Saatchi & Saatchi LA
Client: Toyota
A completely immersive 4D installation put users behind the wheel of Toyota’s Prius Prime in a futuristic world designed by legendary Hollywood concept artist, Syd Mead. I helped create a thrilling, story-driven VR-game featuring 3D painting - all curated to highlight the features of the all-new Prius Prime. The story literally let people experience what the new Toyota Prius Prime is like and draws attention to the car’s most important features within the context of the story. We debuted the work at Tech Crunch Disrupt and the activation earned an FWA Award of the Day.
Copywriter: John Naderi
Director: Jason Zada
Agency: Saatchi & Saatchi LA
Client: Toyota
I revel in the challenge of curating experiential motorsports productions. I helped bring both time attack and Gymkhana to the United States. As a result, I was tapped by Ken Block and Hoonigan to create a turn-key experiential motorsports event from scratch in only 52 days. An added twist was that it was set to debut in front of a live, worldwide television audience at the X Games.
I assembled a team and we wrote the rules, created a timing and scoring model, designed the course and made it all work within the confines of a made-for-live-TV format. The result – one of the most excited, most-watched events of the X Games.
Event Director: John Naderi
Agency: Hoonigan Industries
Client: ESPN
Yes, I wrote the book on Scion. I was incredibly honored to author the limited-edition book commemorating the tenth anniversary of Toyota’s youth-targeted brand. The client wanted an emphasis on the marque's model history and unique branding initiatives, which made the selection process particularly challenging for our team, considering the many great moments celebrated by this brand.
Copywriter: John Naderi
Art Director: Oliver Chan
Creative Director: Chris Harrington
Client: Toyota
An agency that was literally “Defined by Accident.” I spent decades climbing the rungs of world’s leading media companies and advertising agencies, stymied by the bloat of overinflated pricing and fees, and slow-moving, out-of-touch activations and campaigns.
It wasn’t long before my partners asked me for nimble, cost-effective creative solutions. I took this inspiration to band together with some of the leading content creators in the automotive media space to establish a collaborative creative agency – one that can easily scale to meet the needs of any partner, brand or influencer.
Creative Director: John Naderi
Agency: defined by accident Media House, Inc.
Client: Various
See our work here
Super Street magazine wasn’t the first print publication in the sport compact tuner space, but I helped elevate it to prominence as the world’s largest in terms of size and influence. I served as both the editor-in-chief as well as the group editorial director, increasing audience share to an all-time high of 330k, making it the largest sport compact print publication of all-time. A record that still stands to this day. All while maintaining a delicate balance between serving the needs of a multi-million dollar advertising budget and predicting the wants of an ever-moving irreverent youth demographic. My favorite part? Creating the content, of course.
Editorial Director: John Naderi
Publisher: TEN: The Enthusiast Network (MotorTrend Group)
We were tasked to create a print campaign targeting in-market consumers, that leveraged the voice and tone of the core enthusiast. We selected five models – Camry, Corolla, Prius, RAV and Tacoma – and created unique ads that remained true to the overall look and feel of the parent brand. These ads appeared in both Car and Driver and Road & Track magazines. Scroll down to see all five executions.
Copywriter: John Naderi
Art Director: Philip Samartan
Agency: Saatchi & Saatchi LA
Client: Toyota
I was part of the production and marketing team that produced Ken Block's Gold Pencil award-winning GYMKHANA films. To date, the series has garnered more than 340 million views. The project, spearheaded by the team at Hoonigan Media Machine has proven to be a master class in organic reach and viral marketing.
Creative Director: Brian Scotto
Agency: Hoonigan Media Machine
Client: Various
Controlling every aspect of a narrative gives the message an undeniable authenticity. I love being able to communicate with imagery as well as the written word and my skills as a still photographer serve me well in my work with art directors and film producers.
Scroll down to see a few more images or click here to see even more.
I was a key member of the team that helped build the company into one of the leading multimedia lifestyle brands in the automotive enthusiast space. One of my favorite roles was creating, producing, directing and hosting the network’s most-watched programming. I helped create Build Biology, This vs. That and more anchor shows resulting in millions of subscribers, views and engagements.
Creative Director: Brian Scotto
Agency: Hoonigan Media Machine
Client: Various
I live to exist behind the scenes, shaping the content and building the images of both brands and influencers alike. Somewhere along the way, I grew into a personality of sorts. Today, I’m equally comfortable behind, or in front of the camera, where I’ve hosted everything from live events and livestreams to podcasts and multi-million view videos.
My core competency has always been copywriting. Smashing fingers into keys in a desperate bid to get an audience to respond to a specific message. I’ve written editorial advertising, sales, marketing and social copy for books, print publications, agencies, brands and influencers. I can hash it out, or just as easily #hashtag it.
