The Ask: The "Invitation to Lexus" Sales Event is a marquee moment for the brand—second, of course, only to the iconic December to Remember. The challenge was to leverage existing footage and breathe new life into it with updated messaging for this year’s invitation.
The Idea: Visual portals that literally transport you. By creating these unique "bookend" transitions, we were able to revitalize archival footage and pull a new generation of drivers into the world of Lexus.
The Work: A full-scale campaign spanning paid social, digital, broadcast, and radio, all meticulously aligned with the brand's new, editorial influenced look and feel.
Copywriter: Ethan Rios
Art director: Gabe Bori
Producer: Janae David
Creative director: Patrick Dougherty
Directed by: Sergi Castellà
from Caviar.tv
Edited by: Vicente Lopez & Ben Reesing from PXP
The Ask: Create a paid social execution that bridges our new stylistic direction with a younger, digital-native, social-first audience.
The Idea: Simple, clean, and high-octane. We leaned into a high-fashion, editorial aesthetic to disrupt feeds.
The Work: This piece captures the spirit of the Lexus NX: a flagship SUV that is quite literally perfect for it all.
Copywriter: Ethan Rios
Art director: Gabe Bori
Producer: Eric Sosa
Creative director: Jason Stinsmuehlen
Directed by: Matt Hartz
& Brian Mcguffog
Edited by: Rokabye UK
The Ask: How do we insert Lexus into the Super Bowl conversation on social media without a $7 million broadcast spot?
The Idea: We centered a piece around the iconic Lexus LX, giving a strategic, tongue-in-cheek nod to the vehicle during Super Bowl LX weekend. The connection was right in front of us: the car and the game shared the same name.
The Work: An interactive, drag-and-hold post that takes followers through decades of the LX’s history before landing on the current badge—a nostalgic payoff for the biggest weekend in sports.
Copywriter: Ethan Rios
Art director: Gabe Bori
Creative director: John Dohrmann
The Ask: Create an organic social piece that aligns with our elevated stylistic approach and resonates with a younger, "aesthetic-driven" audience.
The Idea: A "day-in-the-life" narrative with the Lexus NX at the center, captured on film. The goal was to lean into the raw, nostalgic texture of film to create a sense of lo-fi luxury.
The Work: Shot on film with minimal editing, this execution was all about bringing brand authenticity to the forefront while strategically showcasing the vehicle's capability in a real-world setting.
