Rhino-Rack × Toyota · Overlanding · USA · 2024

Trailblazing Together.

Rhino-Rack wanted to grow in North America, and Toyota's trucks were the natural partner. Trailblazing Together needed a strategy, a hero film and a photo library that would work for both brands, their dealers and their retailers, from one production in the mountains.

We came in on a consulting contract to write the plan, then were asked to produce it.

Client · Rhino-Rack North America, with Toyota

Mandate · Campaign strategy, 30-second hero script, production, trade-show creative

Year · 2024

Crew · Phil Henderson (strategy, production) · Josh Catogni (director of photography) · AJ van de Water (LEAD PHOTOGRAPHY) · Weston Miller (photography)

Language · EN

01 · We thought it.

Campaign strategy for the US market, a co-branded story that gave Toyota as much reason to share it as Rhino-Rack, a 30-second hero script written to run everywhere from social to the trade-show wall, a shot list covering three Toyota rigs, and a budget that fit one production week.

02 · We made it.

One crew, one week in the mountains: hero film, drone, behind-the-scenes, a recon edit, and a stills library shot alongside the film so both brands had matching photo and video. Every rack loaded, every truck dusty.

03 · We launched it.

The hero film launched the campaign; the stills fed dealer, retail and social for the season. We then briefed the trade-show booth so the campaign carried through to the floor. The same relationship brought us MAXTRAX at King of the Hammers.

Results

1 hero film · 1 photo library for two brands · 1 week on the mountain & IN THE RED ROCKS

Credits

Strategy, script, production · Phil Henderson, PHLIK
Director of photography · Josh Catogni, S3 Media
Lead Photography · AJ van de Water
Photography · Weston Miller
Client team · Rhino-Rack North America

Next → ProConstruc · Premium positioning without a rebrand

The hero film. Press play.

Thirty seconds across Colorado and Utah: the Million Dollar Highway, the trails above Telluride and the red rock outside Moab. Filmed and cut by Josh Catogni at S3 Media.

Rhino-Rack · Make Space for Adventure

Three Toyotas, two states, 30 seconds.

The stills. Same trip, two states.

While the film crew rolled, AJ Van de Water and Phil Henderson shot the photo library: alpine passes and creek crossings in Colorado, red rock and river stops in Utah, and the racks, tents and awnings doing their job. Click any frame to see it full size.

Aerial view of the three Toyotas parked in an alpine basin under snow-streaked peaks in Colorado.
Toyota Land Cruiser with a Rhino-Rack platform splashing through an orange creek crossing in the Colorado forest.
Land Cruiser leading the convoy down a dirt trail through aspen trees, shot low with motion blur.
White Toyota parked on a narrow ridge, three people looking out at the peaks across the valley.
Rider strapping a mountain bike onto the Rhino-Rack platform of a Toyota 4Runner on a mountain trail.
Rhino-Rack gear case mounted on a roof platform, rain on the truck, peaks behind.
The three Toyotas lined up on a rocky trail, one woman leaning on the Land Cruiser and another tying her boot.
Camp in the mountains: Tacoma with a Rhino-Rack rooftop tent, ladder and awnings, two women walking by.
Aerial view of highway switchbacks cutting through the forest in Colorado.
Land Cruiser leading the convoy through a red rock canyon in Utah, dust hanging behind.
Land Cruiser kicking up sand below red sandstone cliffs in Utah.
Aerial view of a dirt road winding along the bottom of a red rock canyon in Utah.
Tacoma and Land Cruiser stopped at a river in Utah, three people on the bank and a splash in the water.
Woman setting up a Rhino-Rack awning on the side of a Land Cruiser in the Utah desert.
Woman loading fishing rods into a holder on the Rhino-Rack platform, red rock behind.
4Runner, Land Cruiser and Tacoma lined up on red dirt in Utah, each with a Rhino-Rack setup.
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