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LMGI COMPASS
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Spring 2025
The turnaround was quick, expectations from
the client (Toyota), creative agency (Saatchi
& Saatchi) and production company (Imperial
Woodpecker) needed to be met, and a variety
of striking locations had to be found to fit the
story. But SLM Mark Freid/LMGI and LM Paul
Riordan/LMGI were up to the task for the LMGI
award-winning Toyota "Present from the Past "
commercial.
Directed by Lisa Gunning for Imperial Woodpecker, the
commercial tells the story of a young woman who receives a
Christmas gift from her grandmother containing a vintage camera
and a collection of photos from when she was the granddaughter's
age. Inspired by the camera and with the help of her 2024 Toyota
Tacoma, the granddaughter recreates the old photos by going
to all the same places, taking in bustling cities, desert canyons,
heartland pastures, tranquil forests, secluded coastlines, small-
town attractions and more.
"It was quite an undertaking. We had to capture many little
moments across multiple locations in the United States but actually
shoot them in one state over just a few days," explains Gunning,
who competed with other directors in the bidding process to get
the job. "Fortunately, this is where Mark comes into his element
with his incredible location scouting knowledge and experience."
