Title: The Hobbyist: Jana Hashim
Client: Toyota
Agency / Production: loopmedia
Role: Development · Interviewing · Scriptwriting

Problem

Toyota needed to broaden perceptions of the Camry, moving it beyond being seen as a practical but uninspiring choice and repositioning it as a car that fits a wide range of real lives and identities.

Solution

I developed the interview framework, conducted on-camera interviews, and shaped the paper edit for The Hobbyist series — short documentary profiles of Torontonians whose cars support both everyday work and personal passion projects.
In the Jana Hashim film, the Camry is positioned not as a status symbol, but as a dependable enabler of creative life, allowing the story and the person to carry the message.

Results

• Helped reposition the Camry as culturally relevant and versatile

• Showcased a broad, inclusive range of credible Camry drivers

• Supported Toyota’s effort to expand appeal beyond traditional buyer stereotypes

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