My Contribution
Concept → Creative Direction → Production → Final Execution
I conceived the campaign and led the creative from the initial idea through final delivery, including the concept, visual language, photography, film and on-set direction.
Lexus needed to move beyond product-focused messaging and create work that felt more culturally relevant and emotionally resonant. We shifted the focus from showcasing the vehicle to telling stories about the people who drive them, positioning the brand as a reflection of identity rather than utility.
For this film, I drew directly from my own childhood: a 90s kid discovering a love of driving through a sit-down racing game at a local arcade. I developed the story and creative approach, then shaped it through production alongside an Oscar-winning cinematographer and director.
I was involved at every stage: concept development, storytelling, client collaboration, visual direction, photography, production, on-set creative direction, editing, post production and final delivery. I also worked directly with the client to shape, sell and protect the idea throughout the process.
This is the kind of work I love most: taking something personal, turning it into an idea, and making it feel universal.
Business Impact
The campaign helped Lexus move beyond product-led communication toward a more emotional, culturally relevant expression of the brand, connecting with audiences through story, nostalgia and identity.
Credits
ACD / AD: Patrick Dougherty | CW: Zach Boyd | ECD: Jason Stinsmuehlen / Mark Koelfgen | Prod: Kristin Roberts | DP: Eric Messerschmidt | Dir: Brian Billow | Edit: Crispin Struthers | Color: Dave Hussey | Music: Racket Club | Mix: Rohan Young | VFX: JAMM