Conceptualized and strategized content for a national Toyota summer/fall campaign that featured Chicago Cubs player, Javy Báez. Designed the concept, cadence, and strategy for the social media content for Javy to post on his social media channels. The concept was to celebrate Javy’s Puerto Rican roots, recognize Chicago and his fans all while being engaging and interactive for his followers. Another concept was to highlight Toyota’s new safety features by integrating Javy’s family values. The other concept was to position the classic Toyota brand in a new, diverse and youthful way through a beloved young player in the league. This content was produced by the creative team at Saatchi & Saatchi.