Lexus LS

Project Description

When Hearst acquired Netpage to power interactive print experiences in Esquire, Lexus was offered an elevated placement. Thanks to my background in augmented reality and motion integration, I was brought in to lead the Lexus execution. Working with Jason Stinsmuehlen (Creative Director), Julia Luplow (Art Director), and Greg Halbreich (Copywriter), I developed a concept that extended the print ad into an immersive video, seamlessly triggered through Netpage’s image recognition.

While other advertisers simply dropped video overlays on top of pages, we went further. I designed a borderless video experience that mirrored the ad’s composition in the opening frames. Then, through subtle motion, the headlights and the nightclub in the background transitioned into a cinematic TV spot using a lens flare as a bridge. The result was elegant, immersive, and fully integrated into the reader’s flow.

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