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Lexus IS Launch Campaign

The sports sedan has become watered down over the years. BMW made it heavier, Mercedes have slowed it down, but Lexus decided to go ‘All In’ on its passion to make the purest sports sedan in the category, The Lexus IS. We brought this to life by introducing a host of characters, all proclaiming the name indicating their chosen passion. Sneakerhead, gearhead, fashionista, nerd, aficionado, gamer...etc. 

 
 
 
 
Whatever it is, the way you tell your story online can make all the difference.
 
 

Real Cast

We knew from the start that this spot would work best if we found real passionate people who go all in. So, through Instagram we DM’d and cast real people who intimately understood the subculture they portrayed. (Directed by Abteen Bagheri.)

 
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Social Campaign

Faced with Lexus’ biggest ever social media buy - and only a TV spot to fill it - we came up with the plan to make all 80 formats across Instagram, Facebook, Twitter, SnapChat, Printrest and Reddit feel fresh each time.

We created CG metallic objects of our cast’s respective passions and the car, as well as bold dynamic background and typography. This war chest of assets formed the basis for edits that are almost endlessly re-mixable and re-editable.

 
 
 
 
 
 

The Look

The aesthetic was specifically made to appeal to the vehicle's younger demo. The high shine, metallic aesthetic feels youthful yet premium and background feel rich and fun. The edits are quick and snappy, and help to maintain attention in a highly distracting space.

 
 
 
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Print Campaign

To keep our campaign fully consistent we instilled the help of photographer David Black to shoot our cast during the TV shoot. The photos have an authentic nature, and are made to feel like a candid snapshot of their day, as well as feel premium enough to be paired with our own car photography.

 
 
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CREDITS

Directed by ………………………………………………………………………… Abteen Bagheri

Associate Creative Director ……………………………… Adam Bright

Production Company ……………………………………………………… Somesuch, Inc

VFX ……………………………………………………………………………………………… A52

Edit …………………………………………………………………………………………… Cabin Editorial

Photographer ……………………………………………………………………… David Black

3D Graphics ………………………………………………………………………… Rockabye London

Agency ……………………………………………………………………………………… Team One

Client ……………………………………………………………………………………… Lexus USA

Location ………………………………………………………………………………… Los Angeles, CA

 
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