In Japanese, Kaizen means continuous improvement which is Toyotas mantra. So we devided the word into two parts: Kai & Zen and turned them into these two fellows below. 'Kai' – the nordic guy (representing Toyota Denmark) and 'Zen' – the Japanese guy (emphasizing the Japanese heritage).

I took care of the 2D part and the talented guys at 'Frame Cph' made them come to life in 3D.

As always I started out with a bunch of different design suggestions.

Some of the variations that made it to the final stage ...

Finally we decited on the look below and started fleshing out the designs, before blowing life into them in 3D.

Together whit my partner at Saatchi & Saatchi Cph Tobias Ambs-Thomsen (Copywriter) and Kent Stephan Jensen (Creative Director) we did a bunch of print ads and TVC's.

Thank you for watching :)