Work we made for Toyota de Puerto Rico and its Lexus and Scion divisions — Gino led all digital efforts for the three brands, seven years personally at Nobox, then at Pixelogic, the agency he founded, which took the account on in 2009. Websites, a Build-Your-Own configurator that ran on the web and on dealership kiosks, and a Facebook campaign that turned a comment thread into an award.
By the time the Toyota account arrived at Pixelogic in 2009, Gino had already led all digital efforts for Toyota, Lexus and Scion for seven years at Nobox — and kept that lead at the agency he founded and grew to thousands of projects before selling it. Scion was launching in a market that had never met the brand, and every touchpoint, from the homepage to the showroom floor, had to make it feel like it belonged.
A car is configured, not just browsed. The site had to let someone build their exact Scion online — and the same experience had to survive being handed to a stranger on a tablet in a dealership, with a real salesperson watching. Later, a comment thread on Toyota's Facebook page turned tense, and the brief flipped from selling cars to steering sentiment in public, in real time.
We built scionpr.com and toyotapr.com through successive versions, then a Build-Your-Own configurator that ran on the web and, hardened for the showroom, on in-dealership kiosks tied to specific franchises. And when the conversation turned, we answered it with Cartas Exquisitas — a Facebook campaign that let people write the brand's next move themselves. Same studio, same discipline the practice runs on today.
The public site for Scion in Puerto Rico: the model lineup (xB, xD, tC, iQ, FR-S), culture, dealers and the configurator, structured from an information architecture signed off with the client.
Website"Don't just own it — make it yours." A configurator that let a buyer spec their exact car, shipped and re-shipped across versions 2 through 5 as the lineup and the wish list grew. Gino personally architected the app system.
Web configuratorThe same Build-Your-Own, hardened for a tablet on the showroom floor and tied to a specific franchise — "Dealer Triangle Scion de San Juan" — across kiosk versions v.5 through v2.5.
Kiosk · retailThe Toyota de Puerto Rico site, carried through five versions as the market brief and the platform changed underneath it.
Website · v1–5Behind the configurator, a reporting layer so the network could see what was being built and where — the early instinct that would become how we think about dealer operations today.
OperationsThe premium sibling ran through the same studio, in the same period: the Lexus-pr.com website, campaign microsites, and event support for the brand's launches and drives.
Website · microsites · events
Sentiment around the brand had soured in the comments. The usual move is to post through it. Instead we built a Facebook experience that handed the pen back to the audience: Cartas Exquisitas — "exquisite letters" — where fans wrote, collaboratively and in public, the letters the brand couldn't write for itself.
User-generated, turn by turn. A rotating cast of display banners — "¿Qué dice la carta?", "Muchos se quedaron con la curiosidad…" — pulled people into the app, where participation, not defensiveness, became the story. Crisis management dressed as a game.
Three Gold SME Digital Awards. A Digiday Awards finalist at Internet Week New York. A Silver Davey. Not bad for a comment thread that started out going the wrong way.
Portfolio / heritage record. Case study © 2026 Mutiny Labs · mutiny-labs.com.
The work shown was produced by Pixelogic, the agency Gino founded, as work-for-hire for Toyota de Puerto Rico and its Scion and Lexus divisions from 2009 to roughly 2015. Pixelogic was subsequently acquired. This is a record of past work, not a claim of a current engagement or of any endorsement by the brands shown. Scion, Toyota, Lexus and all other names, logos and trademarks remain the property of their respective owners.
for the record: Multi-version website builds (scionpr.com, toyotapr.com v1–5, lexus-pr.com with campaign microsites and event support), a Build-Your-Own configurator on web and in-dealership kiosk (BYO 2–5 / kiosk v.5–v2.5) with dealer reporting, the Cartas Exquisitas Facebook campaign — 3× Gold SME Digital, Digiday finalist (Internet Week NY), Silver Davey — and the Toyota Yaris "Attraction" campaign, a Silver SME. Plus a WMA "Automobile Standard of Excellence."
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