As part of Toyo Tires’ national campaign execution in Australia, I worked as the lead designer responsible for localising and adapting a suite of international creative assets for the Australian market. The project involved taking globally developed concepts and rolling them out across national advertising placements, sponsorship activations and retail touchpoints — ensuring consistency, relevance and impact for the local audience.

My role spanned a wide range of creative tasks — from adapting international key visuals and messaging for local TV commercials and digital placements, to designing race-day event materials and large-scale signage at sponsored motorsport events across the country. I worked closely with local marketing teams to ensure brand alignment across channels while adjusting layouts, formats and messaging to suit regional media and audience behaviours.

The work required balancing global brand integrity with national agility — adjusting typography, layout, formats and timing across print, OOH, broadcast and digital, while keeping every asset sharp, on-brand and production-ready. It was a fast-paced, collaborative campaign that brought together international creative thinking with grounded local execution, and positioned Toyo as a high-performance brand with real presence on and off the track.