TLDR: Toyota, in collaboration with San Francisco 49ers quarterback Brock Purdy and independent agency H/L, has launched an innovative AI-powered marketing campaign targeting fans in Northern California. The initiative blends cinematic filmmaking with advanced AI visuals and conversational fan technology to deepen brand engagement and community connection.
Northern California Toyota Dealers have teamed up with San Francisco 49ers star quarterback Brock Purdy and Bay Area agency H/L to roll out a groundbreaking AI-powered marketing campaign. Launched in September 2025, this initiative aims to forge a stronger bond between Toyota, Purdy, the 49ers, and their dedicated fanbase across Northern California and the Central Valley.
The campaign distinguishes itself through its innovative integration of artificial intelligence. It features ‘AI-powered visuals’ and ‘conversational fan tech,’ pushing the boundaries of traditional advertising. H/L’s in-house production studio, Wolfhouse, led the creative charge, blurring the lines between live-action footage and AI-generated scenes. Executive Creative Director Dallas Baker and Wolfhouse Director & Cinematographer Carlo Silvio spearheaded the effort, developing AI-generated visuals, scaling them, and animating them to seamlessly merge with cinematic filmmaking.
Dallas Baker commented on the creative process, stating, “We actually had full access to the 49ers facility for shooting, but we wanted to challenge ourselves and our Wolfhouse team to elevate our ethereal aesthetic in the controlled environment of a sound stage, while remaining true to Brock Purdy and some badass Toyota models.”
Carlo Silvio added, “We embraced the AI component as a tool, rather than a shortcut. We made it a point to employ the technology and combine it with advanced lighting and camera techniques in a way we hadn’t done before – not to reflect the tech, but to amplify the storytelling.”
One notable aspect of the campaign is the use of conversational AI voice technology, designed to capture Purdy’s easygoing persona and allow his voice and character to shine through. This technology evolved significantly during the campaign’s development, placing it at the forefront of marketing innovation.
Dave Johnston, President of the Northern California Toyota Dealers Association, highlighted the synergy, saying, “This campaign is a perfect example of what makes our partnership work.” He emphasized the value of combining local insights with innovative execution.
This regional effort is part of Toyota North America’s broader ‘All In. All Season.’ NFL campaign, which marks its third season as the Official Automotive Partner of the NFL. The larger campaign, which kicked off on September 2, 2025, focuses on fan excitement, community impact, and cultural moments, including support for youth flag football and fan giveaways.
Dedra DeLilli, vice president of marketing communications at Toyota, noted, “This season, we’re all in on getting more kids on the field through NFL Flag, giving fans more ways to engage every week, and creating cultural moments that move as fast as the game itself.”
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The collaboration aims to drive a new type of engagement with the Toyota brand and Brock Purdy, building both brand strength and community connection by authentically integrating Toyota into the Northern California fan culture.
