The Darker Side of a Global Launch
Lexus introduced an entirely new hybrid model to their line-up appealing to the Gen X/Y audience. To gain credibility with this group, we focused on the common values of challenging the status quo and shirking conventions. We pitched and won the entire launch campaign covering all advertising, digital, event and showroom POS. For the first time, one agency was given full integrated duties across all three target segments - General Market, African-American and Hispanic. Sales exceeded all forecasts and led to one of the most successful new model launches in Lexus history.
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Executive Creative Director / Art Director / Designer / Strategist
CT Campaign Launch BTS
Not Your Dad's or Mom's Old SUV
Lexus was looking for fresh thinking and invited us to pitch the launch of their redesigned mid-tier SUV. We developed a strategy that allowed us to deliver fully integrated campaigns for both General Market and African-American audiences. All in an effort to redefine the perceptions of the SUV category.
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Executive Creative Director / Art Director / Designer / Strategist
Unveiling a Brand New Attitude
Lexus completely overhauled all their models based on an aggressive new grille design. The reveal was to happen at the biggest industry event - The Detroit Auto Show. The challenge was that we didn't have access to the cars and were given only a few stills of the new models to work with.
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Executive Creative Director / Art Director / Designer