No puppets were given driver's licenses in the making of this commercial. 🚫🪪
BTS of how the team brought Toyota's BEV Family Campaign to life on a massive sound stage. Giant LED screens. Studio magic. Puppets looking like they own the road in the bZ, bZ Woodland, and C-HR. The production side of this is honestly wild. đź‘€
He didn't just find puppeteers. He found the RIGHT puppeteers. 🗣️
Puppet Captain Raymond Carr @theninjapuppet takes us behind the scenes of Toyota's BEV Family Campaign and talks about building an all-Black puppeteer cast from the ground up. This is the intentionality that made the skeptic to believer journey hit the way it did. 🎬
When we say every detail mattered we mean EVERY detail. Jason Weber, Creative Director at @jimhensonscreatureshop led the team in building puppets that don’t just look like people. They feel like people.
Tailored wardrobes.
Personality baked into every feature.
The kind of precision that makes you do a double take between the puppet and the talent.
This is what real collaboration between Creature Shop, Burrell, and Prettybird looks like. Swipe through and try not to be impressed. đź‘€
watching them go from foam and fabric to someone you'd actually recognize on the street is kind of crazy. 🧵
The full puppet build for Toyota's BEV Family Campaign from first stages to final reveal. Every layer, every detail, every "oh that's why it looks so real" moment. the craft is the story. đź‘€
Some directors make commercials.
Paul Hunter makes moments you feel.
Co-founder of @prettybirdpic
A visionary across music, film, and advertising.
The mind behind moments you’ve probably referenced without even realizing it.
That’s why we partnered with him for Toyota’s BEV Family Campaign.
We needed someone who could balance humor, authenticity, and cultural specificity. No trade-offs.
Paul didn’t just meet the brief. He elevated it.
Because introducing Toyota’s first all-electric lineup to a skeptical audience through puppetry isn’t exactly the expected route.
But in the right hands, the unexpected feels inevitable.
That’s Paul.
#Toyota #BEV #CreativeDirection #Advertising #Filmmaking #Storytelling
Nobody likes a hater.
We all know someone who's skeptical of EVs. Maybe even an outright hater.
So we partnered with Director Paul Hunter and @prettybirdpic
Built custom puppets with @jimhensonscreatureshop
Pulled in @infinitysong 's "Haters Anthem" to set the tone.
All to introduce @toyotausa 's all-new BEV family featuring the bZ, bZ Woodland, and C-HR.
The result? Converting EV haters into believers one by one. ⚡
Burrell is outside and in the conversations moving culture forward. Earlier this week, Tuwisha Rogers (@wishkidjones ) joined the panel at Unplugged Sessions: How “Heated Rivalry” Changed the Rules of Mainstream Marketing, sharing perspective on how brands can move beyond performative moments and build inclusive impact year-round. Proud to see Wish representing Burrell and helping shape what’s next.
Leading. Breaking barriers. Bringing others with her. Last week, our CEO Tara DeVeaux (@tdeveaux ) was honored at the 2026 Campaign Inspiring Women Luncheon, recognizing women who are shaping industries, breaking boundaries, and setting the standard for those coming next.
And she didn’t stop there. Tara also joined The Ad Podcast with Dylan Conroy, took part in a panel at Unplugged at POSSIBLE 2026 on how brands unlock growth through cultural intelligence, and sat down with NYSE TV Live host Kristen Scholer at POSSIBLE 2026. A well-deserved honor for a leader who does all three. Congratulations, Tara.
Some people leave a mark that stays with you. Leontyne D. Brown was one of them. A former Burrellite, a marketing leader, a FAMU grad, a Delta, and a true advocate for her community, she moved with purpose in everything she did. If you worked with her, you felt it. If you knew her, you won’t forget it. We’re holding her loved ones close and honoring the life she lived.
Vibes? âś…Â
Playlist? âś…Â
Crew? âś…
We understood the assignment for the launch of the All-New 2026 @toyotausa RAV4.
#RAV4 #Toyota #burrellcommunications #culture #brandstrategy
“Culture” isn’t a buzzword. It’s lived. For the All-New 2026 @toyotausa #RAV4, we didn’t extract from it—we built with it.
Rooted in the myths, the people, and the everyday moments that connect us.
Some of our favorite work yet. Directed by @rickfamuyiwa .
Tap in and tell us what you’re feeling!
The data is clear. The conversation? Not happening enough.
Our CEO, Tara DeVeaux (@tdeveaux ), is taking the stage at POSSIBLE 2026 during Unplugged en Miami to spotlight what too often gets overlooked: the measurable business cost of underinvesting in Black consumers.
This isn’t just cultural—it’s economic. And it’s time to treat it that way.
Use code UEMSPKR26 for priority access at unpluggedcollective.com.
