Lexus IS

Project Description

As part of a larger creative initiative for the 2014 Lexus IS, I participated in Team One’s “Digital Sessions,” led by Alastair Green (ECD) and Craig Crawford (GCD). Our goal: figure out how to create the presence of the car without the car, a forward-thinking challenge in digital storytelling. Collaborating with Experience Designer Max Miner, I built a strategic deck for both the Creative and Media teams to explore digital-first brand touch points. From platform behaviors to cross-channel activations, we explored how the Lexus IS could “show up” through motion, gesture, and context, without relying on traditional car photography.

Many ideas born from these sessions lived on throughout Lexus’ future campaigns. Some were produced during my time; others were implemented after I left, including the official Lexus Instagram launch and the interactive Sports Illustrated integrations you’ll find elsewhere in my portfolio.

View the original concept deck.