The Lexus Experience
Visualizing the luxurious and immersive experience of driving a Lexus was the challenge brought to us by our friends at The&Partnership in Tokyo. Rather than promoting a specific vehicle, the nine short vignettes tell the story of the feeling created by a multiplicity of small details — from the Mark Levinson surround sound speakers, to the plush leather seats and aerodynamic spindle body design.
Taking inspiration from film noir and fashion photography
The art direction allows these films to sit next to other marketing assets for the RZ, LX and RX models. Originally conceived as a typography led production, the words are embedded into the worlds rather than 2D type sitting above the image.
We wanted the type to have a reason.
Car ads often tout features in typographically mundane ways, our problem was how could we elevate what was traditionally visually unexciting feature specific call outs into something more interesting and sophisticated to match the Lexus brand? We wanted the type to have a reason for being. Therefore, using type in untraditional ways to become our barometer for what was creatively right or wrong.
Client – Lexus
Agency – The&Partnership Japan
Design. Directed and Produced by FutureDeluxe
ECD – Adrian Lawrence
EP – Tanya Curnow
Art Director – Dean Mathers
CG Artists – Harry Warne, Matt Hopkins, Justin Fels, Annie Ngo
Sound – Smith & Western