As part of a highly integrated partnership with NBC/NBC Sports, Toyota presented custom content that ran during the NFL Sunday Night Football Halftime Show.

Jon & J.J.’s The Line of Scrimmage followed two hosts as they traveled across the country in their Toyota Tacoma reporting on famous high school football traditions. Every Sunday, a new “episode” aired on network TV, augmented by several online videos on then burgeoning YouTube.

Another groundbreaking part of this project was the production itself. The production team built an edit bay in an RV and followed the hosts as they traveled, digitally transmitting finished pieces every Friday. Along with the cameras, this was an all digital project which was truly forward thinking for the time.

Saatchi and Saatchi developed this creative, media partnership and content for Toyota. My and team and I had the privilege of helping lead this effort. Check out some of the pieces that were created are below.