Toyota
Concept / Copywriting / AI Visual Direction / Prompt Design / Storyboarding
Boricuas en la Luna
Boricuas en la Luna (Boricuas on the Moon) was born out of a single, peculiar insight. The distance between our planet and the moon is 238,855 miles. That sounds like a lot, but thousands if not millions of Toyotas on the island have already reached that milestone and far beyond.
This idea transformed the way Toyota approaches durability. For the first time ever, the global leading automotive brand in the world can demonstrate durability not through time, reliability, or moments, but by distance.
For the Boricuas en la Luna TV storyboard, I used generative AI to transform a campaign script into a cinematic storyboard spanning decades of one Puerto Rican's life, from a childhood dream of reaching the Moon to a different kind of milestone: 238,855 miles behind the wheel.
The Idea
238,855 miles to the Moon.
Cheo dreamed of reaching the Moon as a kid. He never became an astronaut. Instead, mile by mile, ride by ride, his Toyota gets him there another way.
The Challenge
The challenge wasn't generating fifteen unrelated images. It was making them feel like fifteen frames from the same film.
CHARACTER
Cheo had to remain believable across different periods of his life.TIME
Each decade needed its own photographic vocabulary.PLACE
The world needed to feel recognizably Puerto Rican without becoming caricature.TONE
The warmth of documentaries over AI hyper perfection.
The Story
MOM
“Ever since he was little, Cheo had one obsession. Making it to the moon.
SCIENCE TEACHER
“He loved space.”
“Math... not so much.”“But he never forgot how far it is from Puerto Rico to the Moon: 238,855 miles.”
MOM
“When he got to college, he saved up every penny... and bought his first Toyota.”
DANIEL, CHEO’S LITTLE BROTHER
“He used to drive me to Mayagüez every week just so I could see my girlfriend.”WOMAN
“He’d drive me to my appointments... and he barely even knew me.”
NEIGHBOR
“We all pretend we don’t know...”BROTHER
“...but everyone knows.”MOM
“...we know exactly what he’s trying to do.”SCIENCE TEACHER
“Make it to 238,855 miles.”NEIGHBOR
“Today’s the day.”
MOM
“Cheo isn’t just a Toyota owner.”SCIENCE TEACHER
“Today, Cheo is... a Boricua on the Moon.”
