We, and our partners, use cookies to deliver our services. By using our website you agree to the use of cookies as described in our Privacy Policy.


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