As Toyota looked for ways to reduce costs and increase efficiency, Saatchi presented a proof of concept using the latest AI tools available at the time to refresh carryover vehicle assets, revitalizing Overview and Gallery content. It showed how AI can enable seasonal storytelling, regional relevance, and scalable personalization, extending the life of carryover models while cutting costs and production time. Today, the tools have advanced dramatically and the work is far stronger than this early test.

To refresh carryover visuals on Toyota.com, we reimagined the original photography with AI. Using the final retouched image as our baseline, we replaced backgrounds or regenerated entire environments around the isolated vehicle, adding regional elements along the way. The result was a consistent, localized library of assets, delivered without new shoots or backplates, at a fraction of the cost and time.

Saatchi combined CAD data with AI image generation to produce photorealistic assets in a fraction of the time and cost. 3D data ensured accuracy and consistency across vehicle models, while AI delivered multiple variations of each asset. For clients, that means faster, brand-consistent content that still supports vehicle storytelling and consumer engagement, without the photography, logistics, and location expenses.