Culture, Lexus needs to be a part of it.
LIVE UP
TO IT
I creatively led the launch of the redesigned Lexus GX, a highly capable luxury SUV with a boxy throwback look, aka. the Japanese Defender.
Our strategy, live up to it, is to urge our audience to go do things they would normally not do in a Lexus through out the launch.
Destination .Paak
The Lexus GX-RemixFor World Music Day, I came up with the idea to go on a journey with a musician looking for inspiration in the car.
We partnered with Amazon Music and Anderson .Paak to bring the idea to life. We remixed one of his tracks Celebrate for launch and created a music video along with a website and social content.
The campaign has been featured in The Source, Hip Hop and More, People Magazine and other relevant media along with traditional ad media like Ad Week. Lexus is now the main sponsor of .Paaks Malibu Tour.
We launched the campaign with a giant video billboard at Times Square along with various posts from Anderson, Lexus and Amazon Music.
I lead the incredible Amazon Music team, along with Chris Mizutani from Amazon’s Brand Innovation Lab, a wonderful creative partner.
scent mode
The all-new Lexus GX launched April fools day, so we came up with a fun fake piece of tech to kick off the campaign on social.
“an aromatic revolution.”
– Josh Bogdan