This year, Toyo Tires Australia and Nitto Tyres Australia sent us over to SEMA to document the show and a stack of individual builds for their social pages. Our brief was simple: capture it the way we normally do. Real moments. Real builds. No over-the-top production. Just honest coverage of what makes SEMA what it is.
We spent the first part of the trip shooting Toyo’s road to SEMA piece. Early mornings, highway miles, and the kind of simple storytelling that fits the Open Country brand. Nothing staged. Just the lead-up to one of the biggest weeks in the automotive world.
Once we got to Vegas, the pace kicked up. Everywhere you turn at SEMA, there’s something wild to capture. Tacomas, overland rigs, lifted trucks, fresh ideas, and a crowd that never stops moving. Our job was to stay in it and soak up the atmosphere without getting in the way. The images show that. Gear in hand. Moving from build to build. Finding moments between the crowds.
Most of the week was spent creating social-ready content for both brands. Quick turnarounds. Lots of walking. Lots of sunlight. But that’s the fun part. You get to show these builds how they actually look and feel in person.
The Toyo Truck Pass ended up being a big part of the story. It became the place we kept coming back to—a good mix of trucks, people, and energy. An easy spot to find the next shot.
SEMA is always big, but this year felt special because of the trust Toyo and Nitto gave us. They let us create in our own style, and that makes the work better. Straightforward storytelling. Nothing forced.
If you want to see everything we put together, check their socials. Plenty more is still rolling out.
