The Signal by Lexus

Project Description

The Signal was an extension of the momentum created by the Lexus Instafilm campaign. At the time, Lexus had no Tumblr presence, but the platform’s bold visual format made it the perfect stage to continue the Lexus IS’s narrative around fashion and personal style. Associate Creative Director Molly Grubbs asked me to build a responsive prototype of the Tumblr site for client presentation. Working from Davide Vismara’s design handoff, I developed the prototype in under an hour, optimizing it for iPad so the Lexus team could experience it firsthand in a tactile, client-ready format.

The prototype helped secure buy-in from Lexus, and the campaign launched shortly after as The Signal by Lexus. The project went on to win the Shorty Award for Best Tumblr Campaign and was named a finalist for Tumblr of the Year.

You can explore the original prototype here, or view it embedded below.

View Prototype