Pre-launch Web Experience
Toyota Australia
Designed at
R/GA
Role
Lead Designer
In the lead-up to major vehicle releases, Toyota runs a dedicated 'pre-launch' campaign on its website to build anticipation and generate leads - priming audiences for conversion once the vehicle reaches wholesale. These short-lived pre-launch pages offer a unique creative opportunity: to introduce the vehicle through a distinct campaign lens, set the tone for its positioning, and lay the foundation for the more information-rich launch page that follows.
The launch of the new C-HR marked a bold step forward - a repositioning that pushed the model into the premium end of the small SUV market. With a striking redesign and elevated features, it called for a pre-launch experience that felt sophisticated and aspirational, one that highlighted lifestyle benefits as much as product features.
We created a concept rooted in leisure and everyday versatility. Built around a timeline, the page unfolded over the course of a single day - from morning through to night - offering a glimpse into the lifestyle of a C-HR driver. Carefully crafted copy worked in tandem with the visual design to reinforce the vehicle’s alignment with modern, experience-driven living.
A beloved Australian icon, the Prado had long been synonymous with rugged adventure—but it hadn’t received a visual refresh in over 14 years. The pre-launch page not only revealed the reimagined design, but also reasserted Prado’s place in the next era of adventure, firmly positioning it as the ultimate companion for thrill-seekers.
Leaning into the introduction of the new Altitude grade, the campaign drew inspiration from elevation—framing adventure as something found at new heights, for those daring enough to seek it.
To bring the idea to life, key assets combined lifestyle and product photography with punchy, benefit-led messaging. A vertical height meter guided the experience, visually marking the descent from the highest to the lowest altitude as users scrolled—turning the page into a journey of its own.