LEXUS is a luxury automobile/lifestyle brand. I worked for lots of product features/launching film projects and advertisements to enhance their brand identity to the next stage.

Art Direction, Concept and Design for TV-CF, Magazine, News Paper Ad, Promotion Item, Photo Image Mock-up, Logo Design, Print Quality Assurance

Senior Art Director: Taku Sato / Creative Director: Shinya Tanaka / Executive Creative Director: Hiroyuki Ito Post Production: PICT Inc. /  Graphic Design Production: Adbrain Inc., Taki Corporation

Lexus NX

LEXUS NX is an urban compact SUV. We made the TV commercial film and the whole promotions. In the process, we had to think of how to reach the customers who are young and still playful but at the same time want to have an uplifting luxury life. Eventually, we came up with using a form party idea.

The campaign went successful and the result of the order gained 13.6 times the initial monthly aimed number.

Video: https://youtu.be/HeGj9jKZm7k

Lexus 10th Anniversary

We developed the 10th Anniversary in Japan campaign. I created its logo, style guide, ads, and so on. The creation was used multiple touch points such as conventions, news, and marketing items throughout the year. The distinctive logo is composed of 10 spindle grill shapes that are LEXUS’s iconic character.

Lexus RC

LEXUS RC was the brand new luxury coupe. We are assigned to create a world premiere film for RC at Tokyo Motor Show.

Since it is a coupe, and with its stunning design and color, we aimed to capture a sexy and desirable feature of the products. Eventually, we came up with the concept of “irresistible”, and depicting people’s desire and its sensuality.

The campaign went successful and the result of the order gained 21 times the initial monthly aimed number. The film was also edited and broadcasted as a TV commercial as well.

Video: https://youtu.be/9dD79z8b9So

︎  AWARDS  ︎
AutoVision Category 3 and 40 / Silver

NX Reveal Film

We were also assigned to create a world premiere film for NX at Beijing Motor Show.

Our team worked closely with a German 3D film production. The concept of the film was to capture young people’s aspirations in a city by projecting them on a large screen. And each cut was reflected in NX’s characteristic product features as well.

Video: https://youtu.be/eak0cP_a9Lc

Branding item

We are responsible for the comprehensive branding project for LEXUS. One of the most interesting projects was creating a special business card for the president and the master driver of LEXUS.

He also distributed special photo cards of LFA at events. It LFA was the LEXUS's legendary sports car. Those items are printed on special silver printing with the highest possible quality.

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