Opportunity
Lexus needed to evolve beyond product-focused messaging and create work that felt culturally relevant and emotionally resonant.
Idea
We shifted the campaign from showcasing vehicles to telling stories about the people who drive them, positioning the brand as a reflection of identity rather than utility.
Execution
Led a fully integrated campaign spanning film, photography, and digital. Creative directed on-set production, shaped visual language, and ensured consistency from initial concept through final delivery across all touch points.
Role
Creative lead from concept through execution. Guided multidisciplinary teams, and worked directly with clients to shape and sell the idea.
Impact
Delivered a campaign that elevated brand perception and created a more emotional connection with the audience.
Synopsis
A story about a 90’s kid who falls in love with driving thanks to his local arcade’s sit down racing game. A version of my own childhood as seen through the lens of an Oscar winning cinematographer.
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