Ultimate Tailgate Tundra

Build a larger-than-life Toyota Tundra activation tool that celebrates Toyota’s NFL partnership and redefines the tailgating experience.

We concepted and produced the Ultimate Tailgate Tundra (UTT) — a larger-than-life vehicle activation showcasing the Tundra’s consumer connection through an immersive, mobile brand experience. Built with leading partners, the UTT featured JBL marine audio, five weatherproof Apple TV–equipped screens, a hydraulics-revealed canopy, Starlink connectivity, and a 270° awning — transforming the Tundra into a fully functional entertainment hub. Debuted at SEMA and deployed at the NFL Draft, Super Bowl,, and multiple NFL tailgates, the UTT positioned Toyota at the heart of football fandom. Building off the success, Toyota expanded the usage to NASCAR, CONCACAF Gold Cup, Bassmaster Classic, and the LA Auto Show. By blending vehicle storytelling with large-scale event production, we created a high-impact experience that cemented the UTT as a bold expression of Toyota’s consumer engagement.