Lexus Instafilm

Project Description

Lexus Instafilm was born during one of our early digital sessions at Team One, where we explored the potential of crowdsourcing creative content. The original concept, an audience-powered visual ad was ahead of its time. But Associate Creative Director Molly Grubbs saw its potential and championed the idea as a way to launch Lexus' official Instagram account. She nurtured the concept into a fully executed campaign, and I contributed by adapting the Eventbrite registration page to be mobile-responsive and providing platform guidance as she navigated the then-nascent Instagram ecosystem.

The final product was the first-ever crowd-sourced short film, stitched together from hundreds of real Instagram posts tagged during the live event. It was a bold step for the brand, blending social engagement with storytelling in a completely new format. I’m proud to have played a supporting role in bringing this innovative idea to life and grateful to have been part of a team that turned an experimental idea into a widely covered digital campaign.

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