Lexus IS - Blend/Out

Project Description

To support Lexus' Sports Illustrated Swimsuit Edition placement, we were challenged to create an interactive concept under the theme “Blend Out.” The catch? We had to avoid anything that required a dedicated app download, no small ask in 2014. Our solution was a print ad that came to life through the phone’s web browser. When scanned, the model on the page appeared to move toward the viewer, creating a striking optical illusion. The Lexus IS, positioned in the background, remained perfectly still—highlighting its design through contrast and control. The result felt both surreal and cinematic, fully accessible with no friction.

I took on the role of tech lead alongside the creative and media teams on how to make the execution technically feasible. We combined a timed mobile animation with smart visual anchoring that tracked consistently across devices. I helped troubleshoot implementation and advised on constraints to avoid app-store entanglements. The final piece ran in the Sports Illustrated Swimsuit Edition, engaging readers through motion, novelty, and elegant restraint. It was a great example of problem-solving under creative constraint and using technology to deepen the brand’s aesthetic.

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