Toyota

The Brief

Toyota wanted to connect authentically with the deep-rooted passion of Southern college football culture. The challenge was to go beyond sponsorship and create something that truly captured the emotion, community, and legacy of game day in the South - while aligning with the gritty, dependable identity of the Toyota Tundra.

Our Approach

We hit the road for College Town - a five-stop, 1,800-mile journey through the beating heart of Southern football: Gainesville, Athens, Tuscaloosa, Chapel Hill, and Clemson. Hosted by Wes Blankenship and produced in partnership with Saturday Down South, the series dives into each town’s unique game day traditions, local legends, and fan rituals.

Authenticity was everything on this project. We brought in director Charlie Dennis, a lifelong American football fan, whose love for the game shaped the film’s tone and pace. Wes Blankenship – a college football obsessive with his own SEC-focused YouTube show – was the perfect host. His passion, humour and deep knowledge of the culture helped us shape not just the voiceover, but the story we told in each town.

To make real impact, we knew the show couldn’t live in isolation - it needed an audience. That’s why collaborating with Saturday Down South was a key move. As one of the largest independent voices in Southern college football, their digital platform gave us direct access to millions of engaged fans. The partnership wasn’t just about distribution, it was about grounding the project in a community that lives and breathes this culture.

The production itself balanced detailed planning with flexibility on the ground. We pre-booked restaurants, hotspots and local characters in each town, but left room in the schedule to chase the unexpected. From spontaneous tailgate parties to legendary locals with stories to tell. That balance gave College Town its lived-in, documentary feel.

Lowkey then handled all post production in-house. From voiceover sessions to offline edit, sound mix and grade - ensuring the series had a consistent tone and high production polish from start to finish.

The result is a campaign that doesn’t just tap into college football culture –- it rides alongside it. A celebration of heritage, community, and the powerful connection between people, place, and the teams they live for.

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