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.
Moving away from demographics to focus on psychographics
Lexus is stretching the definition of “young” beyond demographics to focus on psychographics, which for the IS target market also envelopes many Gen-Xers and even some boomers. The targets also directly include consumers who identify as Black, Asian, Hispanic and members of the LGBTQ community.
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.
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.
Bold, textural typography, going ALL IN
Multiple motion graphic flags were designed and animated to add diversity to the campaign. Bold backdrops, transitional tubes and subtle reflections.
The Lexus IS, indelibly cast
We re-created the IS in the same style as the rest of the suite of assets. We allow it to take centre stage without detracting from the filmed and graphic content, taking inspiration from traditional automobile flybys in motion.
Created for flexibility
The assets can be mixed, cropped and used in multiple configurations, for both motion and print creating a campaign that keeps going and going.