Toyota Puts its Trucks to the Test with Wild Terrains and Real Adventurers

Sep. 18, 2026

Toyota embraces mountain peaks, whitewater rapids, cliffsides, and beaches with its truck family, driven by, as the campaign title suggests, “Outlast. Outlive.” Created by agency Saatchi & Saatchi, produced by Greenpoint Pictures, and directed by ROOS, “Outlast. Outlive.” found never-before-shot locations and captured the daring spirit of real-life adventurists as they base jump, surf, cycle, and climb, all while showing how Toyota trucks make these escapades possible. 

The campaign films “Never Stop” and “Your World” included a high volume of setups across many remote locations in Canada, reaching new heights both figuratively and literally for adventure seekers. Limit-breaking visuals with raw emotionality put this campaign several steps ahead of standard truck advertising; the dynamic, fast-paced spots draw out thrill-seekers, capturing the awe-inspiring details that make these adventures worth it. 

The directing team ROOS, comprised of brothers Josh and Logan Roos, has a long history of viscerally telling the story of what emotionally compels people to drive a specific vehicle. In this case, their technique of shooting with dynamic long lenses and zooms created a continuous sense of forward motion. The film features additional footage shot with underwater rigs and cameras mounted on the grille of a Toyota truck, as well as the on-screen talent themselves, creating a gritty texture that underlines the authenticity of this campaign. With every shot grounded in physical reality, the full fleet of Toyota trucks showcased in “Outlast. Outlive.” feels breathtakingly alive. 

Michel Waxman, EP at Greenpoint Pictures, said:

“This was one of the most rewarding and challenging productions, but truly everyone was in lockstep to create something that would raise the bar for trucks and ring true for the people who drive them. The Client and agency inspired us, and Josh and Logan don’t jump in halfway - the care, detail, intensity, and creative team were something special.”