Toshiba wanted to showcase their newly designed laptops in an authentic story. The product line had been built around Windows 10 and Toshiba needed to build some momentum for the launch just prior to the school year.
We concepted a campaign around a travel story where we could demonstrate capabilities in a tough environment. Various scenarios would unfold down the California Coast from Santa Cruz to San Clemente. We created a long format piece, a :60 cutdown, and a text-only version for other markets. During production we sent behind-the-scenes pictures for the agency to build social momentum (Julie Cox is a well-known surfer and entrepreneur). The assets were placed across various channels for retail, POS, and online.