Toyota Concludes Award-Winning Anime Series ‘GRIP’ with First-Ever Short Film, Celebrating the Human Spirit Behind the Wheel
Intertrend Communications, the culture-forward creative agency acclaimed for helping leading U.S. brands engage with Asian American audiences and the pulse of contemporary pop culture, has announced the release of the highly anticipated finale to Toyota’s celebrated anime franchise — “GRIP, A Toyota Movie.” Premiering on November 5, 2025, this ten-minute anime short represents both the climactic fourth chapter and Toyota’s first-ever original anime film.
Directed by acclaimed animator and filmmaker Yoriaki Mochizuki — best known for his work on Harley Quinn, Final Space, and Kite Man: Hell Yeah! — the short film brings the GRIP saga to a breathtaking conclusion. A blend of futuristic storytelling, emotional depth, and pulse-pounding action, GRIP, A Toyota Movie redefines what branded entertainment can be, marrying anime artistry with Toyota’s long-standing celebration of human connection and the joy of driving.
A Bold New Approach to Branded Storytelling
Launched in early 2024, Toyota’s GRIP series quickly became a standout in the world of branded content. Conceptualized and produced by Intertrend Communications with Executive Producer Frank Mele, the project was envisioned as an experiment in cultural storytelling — an anime-based content franchise designed to resonate deeply with younger, tech-savvy audiences.
From the outset, GRIP broke conventions. Instead of traditional car commercials, the series took viewers into a cinematic universe where passion for driving collided with the growing dominance of automation and artificial intelligence. Over three seasons, it explored themes of freedom, emotion, and the unyielding human spirit in a world increasingly driven by machines.
Each episode combined cinematic anime visuals, high-octane car sequences, and deeply personal narratives. The result was a phenomenon that captivated anime fans, car enthusiasts, and Gen Z audiences alike — a testament to Toyota’s willingness to take creative risks and evolve its storytelling to match the modern media landscape.
The Final Chapter: “GRIP, A Toyota Movie”
The concluding short film, GRIP, A Toyota Movie, expands the franchise’s universe into a full-fledged cinematic experience. Set in a near-future world dominated by AI-powered autonomous vehicles, the story follows a determined group of drivers who rebel against a system intent on erasing human control behind the wheel.
Amid the fight for driving freedom, the film weaves together deeply emotional subplots — a son yearning to reconnect with his father, a daughter rekindling a long-lost bond, and a moment from the past resurfacing to remind humanity of what truly drives them.
At its heart, GRIP, A Toyota Movie is not simply about cars or speed; it’s a meditation on emotion, memory, and connection. It asks viewers to reflect on how technology enhances life — but also what we lose when it begins to replace the human touch.
“This final chapter takes everything fans loved about GRIP — the artistry, the energy, and the emotion — and amplifies it into a cinematic statement about humanity and technology,” said Matthew Choy, Executive Director of Strategy and Creative at Intertrend Communications. “With ‘GRIP, A Toyota Movie,’ Toyota celebrates both the thrill of driving and the heart behind it.”
From Campaign to Cultural Phenomenon
Over its three-season journey, the GRIP franchise became one of the most innovative and acclaimed branded content initiatives in recent years. It blurred the line between advertising and entertainment, positioning Toyota not just as an automaker, but as a storyteller with genuine cultural insight.
Through a 360-degree activation strategy, Intertrend and Toyota executed an ecosystem of experiences that extended far beyond the screen. The campaign featured programmatic out-of-home (OOH) takeovers, pop-culture activations at events such as Anime Impulse Universe and Formula Drift, and creative collaborations with Spotify and Japanese girl group ATARASHII GAKKO!.
These partnerships brought GRIP to diverse audiences across fandoms — uniting anime lovers, motorsport fans, and tech enthusiasts under a single creative universe. The campaign not only redefined Toyota’s brand image among younger generations but also showcased how global companies can authentically engage with culture without feeling commercial or forced.
Each season of GRIP has pushed the boundaries of branded storytelling,” said Dedra DeLilli, Vice President of Marketing Communications at Toyota Motor North America. “As we close this chapter, we’re proud to have created a piece of work that honors our fans and redefines how a brand can show up in culture — authentic, artistic, and emotionally resonant.
Impact and Recognition
The GRIP campaign has generated over 300 million media impressions across social, streaming, and live events. It has also achieved double-digit increases in brand perception among key demographics, particularly Gen Z and multicultural audiences — two groups central to Toyota’s future growth strategy.
Industry peers have taken notice as well. The GRIP series earned accolades for creative excellence, innovative storytelling, and cross-media engagement, further validating Toyota’s investment in cultural storytelling as a powerful tool for connection.
By merging the creative aesthetics of anime with brand philosophy, Toyota effectively bridged two worlds — traditional automotive heritage and contemporary digital culture. The series highlighted how human passion, creativity, and emotion continue to drive progress even in an era of automation and AI.
A Tribute to Driving and Human Connection
In its essence, GRIP is more than an anime — it’s a metaphor for the human condition. As cars evolve to become smarter, more autonomous, and more connected, the GRIP universe serves as a reminder that driving has always been more than a function of movement. It’s about freedom, identity, and the relationships we build along the road.
Through the final short film, Toyota invites viewers to rediscover that sense of wonder — to remember the first time they gripped a steering wheel, felt the hum of an engine, or took a journey that changed their life.
The anime’s visual artistry, combined with an emotionally charged soundtrack and cinematic storytelling, encapsulates Toyota’s core belief: that technology should empower people, not replace them.
Intertrend and Toyota: A Shared Vision of Innovation
The partnership between Intertrend Communications and Toyota represents a growing trend in the advertising and entertainment industries — the fusion of brand purpose with cultural creativity. Intertrend, long recognized for its deep understanding of multicultural storytelling, has consistently helped brands enter authentic cultural conversations rather than merely observing them.
By developing GRIP, Intertrend didn’t just create content; it created a platform where a global brand could communicate emotional truth through art. It demonstrated how the intersection of anime, technology, and automotive passion can inspire a new generation of creators and consumers alike.
ABOUT INTERTREND
Intertrend is a multicultural creative agency that understands the intersection of cultures, emerging trends, and the interaction between brands and consumers. With a passionate team of over 70 professionals focused on creative excellence, Intertrend creates deeply resonant and exceptional consumer experiences. Founded 32 years ago and based in both Long Beach, Calif. and Plano, Texas, the agency has worked with leading brands in automotive, financial services, retail, entertainment, pharma and telecom.
Intertrend also incepted and houses a family of exclusively owned entrepreneurial brand units within Intertrend Lab and Intertrend Plus, that build to its core expertise across digital, content and experiential including The Art of Bloom, Imprint Culture Lab, Imprint Venture Lab, Architecture for Dogs, Make Noise Today, Pivot Marketing, Rezonate, and a nonprofit called Creative Class Collective (with the following programs: Long Beach Walls, Art Renzei, Unexpected Connections, Port City Creative Guild). Interpreters and interrupters, interdisciplinary and international, Intertrend is where culture and content meet.
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