The Darker Side of a Green
To rejuvenate the brand and appeal to a younger audience, Lexus introduced a sporty hybrid model. Designed to bring a fun driving experience to the hybrid category, the CT was their first model priced under $30k. 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 in Lexus history, one agency was given full integrated duties across all three target groups - 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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Strategist / Executive Creative Director / Art Director / Designer
OOH
National Print
Not Your Mom or Dad'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 infuse excitement into campaigns for both General Market and African-American audiences. By introducing elements of action and fantasy into the campaigns, Lexus was able to reverse the perception that they were a boring old brand for the country-club crowd.
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Strategist / Executive Creative Director / Art Director / Designer
OOH
Unveiling a Brand New Attitude
Lexus completely overhauled all their models based on an aggressive new front 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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Strategist / Executive Creative Director / Art Director / Designer
Luxury is an Experience
During my time as Executive Creative Director at Walton Isaacson, I was fortunate to have played a role in moving Lexus from the "relentless pursuit of perfection" to a desire for life-enriching experiences. It was a true partnership that allowed us to create some of their most exciting campaigns. Thankfully, our clients were game for all of it! The video below highlights some of that work.
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Strategist / Executive Creative Director / Art Director / Designer
