Lexus prides itself on its human-centric design, every inch of its exterior and interior has the driver’s needs firmly in mind, so much so, it’s almost like our drivers made the car themselves. To bring this idea to life we created a Lexus factory with regular people building a Lexus ES. Each fish-out-of-water character was an opportunity to create a compelling visual juxtaposition, and each vignette an opportunity to show a new feature or design of the car. We opted for an almost totally CG world to help us dial-up and control the visual juxtaposing between the car, character, and factory.