It started with a question: What really drives people to risk it all for a thrill?

That curiosity turned into a deep-dive research project on the world of extreme sports — uncovering stories, motivations, and subcultures that often go overlooked.

What came out of it wasn’t just insight for a Toyota Trucks campaign, but a whole new way for Toyota to connect with this community — shaping creative work and inspiring new business opportunities that lasted far beyond the brief.

About the research project:

I designed and led two large-scale research expeditions that uncovered not only what drives the athletes, but also the passion of the communities who rally around them.

The first was in the heart of winter: from dog mushing in Alaska to glacier hikes and ice plunges, I immersed myself in cold-weather extremes to understand the mindset of those who live for the elements.

The second spanned the summer circuit: from the US Open of Surfing in Huntington Beach to mountain biking in Bentonville, the Dew Tour in Colorado, boat racing in the Ozarks, SuperMotocross, and more, I became one of them.

At every stop, I met not just the people on the podium, but the fans, families, local business owners, volunteers, and diehards who live for the community itself. These insights helped shape how brands can show up in this world as a meaningful part of the culture.