To celebrate the launch of the new Toyota C-HR, Toyota challenged some of Europe’s best visual storytellers to capture the spirit of urban flow through the reflection of its new coupe crossover. The result of this unique collaboration project is a selection of 24 photographs, each bringing to life the Toyota C-HR through the personal style of the Instagrammers/photographers taking part in the project.

On 26-27 November 2016, Instagrammers/photographers from across Europe gathered in Madrid for a unique collaboration. The task at hand, to capture the new Toyota C-HR in an urban setting, whilst using a sense of reflection in line with the recently launched TV campaign. Over the span of 24 hours, these visual storytellers each made their way through Madrid with a Toyota C-HR in search of the perfect shot. The result is a collection of 24 images, each capturing the design of the car in a highly personal and creative way.

In total, 19 Instagrammmers/photographers from 13 countries took on the challenge; each cherry-picked for their individual creative approach and visual language. Whilst the brief offered creative direction, the main challenge was to stay true to their personal style to assure a rich and varied collection.

The weekend proved a feat in every possible way – from a challenging brief and navigating through Madrid’s urban jungle to challenging weather conditions. But no challenge too big from our visual storytellers. Watch their story below.

From 1 February, the selection of 24 photographs will be exhibited at Le Rendez-Vous Toyota, Toyota’s European showroom on Champs Elysées in Paris (France), together with the Toyota C-HR.

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