When you hear "Lexus," your mind immediately conjures up adjectives such as “luxury,” “craftsmanship” and “performance.”
But not “safety.” And that was our brief.
We created a series of moments that show what people do while they’re driving—besides driving. The spots led viewers to LexusSafety.com, a site that shared driving tips and demonstrated that Lexus could hold its own in an area long-dominated by BMW, Mercedes and Volvo.
At its peak, the site drew 11 times more traffic than Lexus.com and the spots themselves won awards in all the major shows.
- Project Roles
- Copywriter, Art Director, Creative Director, Writer
- Team One
- Art Direction, Color Grading, Copywriting, Creative Direction, Editing
- Advertising, Commercials - Video, Viral Films
- Project Industries
- Automotive, Luxury