Lexus has constantly been trying to reinvent itself and really separate the brand from being viewed as a "luxury Toyota" and also being old and conservative.
The real challenge with Lexus was not so much the client, but an egotistical agency CEO. I was not allowed, and I do say the word allowed, to be a full creative director on this brand. Yes, that was my title but a certain Walton Isaacson CEO truly held that role. I had little to no say over casting, wardrobe and music. I barely had a say over directors. Thus, in my opinion the work is okay. Not great. It's no reflection on the creatives who worked on it, but just me being completely honest.
I have to show the work we did over the two years I was there as it was my main account. I do hope you like it and see the potential even if the execution isn't always up to par.
- Project Roles
- Copywriter, Creative Director
- Walton Isaacson
- Conceptual, Copywriting
- Advertising, Commercials - Broadcast, Magazines
- Project Industries
- Advertising, Automotive