Creative Direction / Production / Photography

CLIENT: Lexus Australia

BRIEF: Lexus Lifestyle Program - Inspire the Lexus lifestyle in potential customers.

TITLE/COPY: LEXUS: A New Dawn, A New Day, A New Car

IDEA: Create a fresh perspective on car photography elevating Lexus to the luxury market the brand desires. A distinct move away from bright, sporty, saturated images and toward a decidedly inky, moodier light that evokes a more sophisticated, calm aesthetic thus marketing the car towards a new clientele with an up market appeal. The slogan hinting that if you drive the car first, the luxury lifestyle will follow.

PLACEMENT: Lexus Australia Socials