LEXUS

EXPERIENCE AMAZING

EXPERIENCE AMAZINGThe new luxury customer is motivated by experiences rather than ownership and status. We dubbed them "experience connoisseurs" As a trailblazer, Lexus could be transformed into a cutting-edge luxury brand that emphasizes not just its vehicles, but the creation of awe-inspiring experiences.To bring this vision to life, we crafted a comprehensive suite of content that inspires both within and beyond the company. This work helped cultivate a new culture, emerging from a devoted following. The project included films with music by Alt-J, an animated tagline, interior office branding concepts, a brand portal, digital magazine, and a brand book to educate the global workforce. "Experience Amazing" has sparked innovations such as a hoverboard, super yacht, and an intersecting lifestyle destination.I served as the Creative Director for Lexus Japan at WPP Berlin Cameron and was responsible for bringing this project to fruition.

DISCIPLINESCreative Platform Development, Concept Development, Creative Direction, Art Direction, Design, Space Design, Editorial Design, Creative Strategy, Brand Strategy, Video, Motion, Packaging, Signage, Frontend Development.