Lexus

Lexus

Experience, reimagined.

Long before “luxury” meant lifestyle, we positioned Lexus to lead a cultural shift—toward experience as the new status symbol. We called this emerging audience the experience connoisseurs, and built a brand narrative around them: one that moved beyond the car to encompass awe, elegance, and emotion.

From films scored by Alt-J to animated taglines, digital magazines, and global brand portals, the work helped Lexus cultivate an internal culture as visionary as its drivers. For this update, we layered in generative explorations—motion studies, environmental design enhancements, and speculative content direction—extending the original idea through new creative tools. The core remains the same: a brand not just driven, but deeply felt.

Creative Brief