Exhilaration is in the Air

Lexus

Insight

Embrace the feeling of driving a luxury convertible. And the feeling of not driving one. While most vehicles confine their drivers, the Lexus LC Convertible is designed to do just the opposite connect them to the world around them.

Idea

What is it like to drive the first ever Lexus LC Convertible? The real question is what is it like to not drive one? Enter: the world’s narrowest car commercial. An extreme narrow aspect-ratio in our launch film shows that restrictive feeling we all know too well until we expand our perspective and open up to a world full of light and sound.

Impact

The long-form film was the highlight during the product reveal at the Los Angeles Auto Show. Our visual concept for the launch film extended the creative into a social campaign. The campaign introduced the LC Convertible to the world and received global press coverage and industry recognition.

“Lexus breaks freedom-yearning ad campaign for new LC 500 Convertible”


“Lexus celebrates the need to get out.”


“Lexus hypes the new LC Convertible in an emotive spot.”