Lexus Goes All-In For Passion & Diversity With New IS Campaign
Traditionally famed for its older generation of customer, this campaign breaks free from the stereotype and targets the brand’s youngest and most diverse audience; that of the Lexus IS. Working with Team One USA, we helped create an infinitely mixable CG based motion campaign that leverages passion and provokes excitement.
The devil’s in the detail
We created CG metallic objects of our cast’s respective passions, and the car. Each influencer type is represented with a form that is easily re-mixed and re-edited for use across TV, social and online in motion and stills. Multiple motion graphic flags were designed and animated to add diversity to the campaign. Bold backdrops, transitional tubes and subtle reflections.
Representation for each micro-influence
Instead of actors, micro influencers are featured, leveraging their individual passions in their unique way. Confident individualists who embrace challenge and growth, seeking to maximise all their experiences in life. Sneakerheads, aficionados and audiophiles are just a few of the lifestyle passions depicted.
Social assets with style
We created a set of social assets for another campaign, helping to notch over a million impressions for the Lexus IS.
Rich visuals & playful copy
The concept was about going ALL IN on the new Lexus IS, with strikingly textural visuals creating a rich accompaniment to the playful copy.
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