SITUATION
Many convertible cars (especially luxury ones) get emasculated and marginalized, ala the Chrysler Sebring. The first convertible Lexus IS needed to escape those trappings. It had to be bold and adventuresome to attract younger drivers to the brand, without becoming associated with granny transport Hobby Lobby.
SOLUTION
We skipped the clichés of the convertible car category: bright sunny days with attractive people's hair blowing in the wind, set to popular music. Instead, we went to the darker side. The car is featured on a night out, raising hell, while the campaign line encouraged people to “Live a little, a lot.”
Launch Website
The launch site was a simple interactive page featuring videos and images of the car. To see the car with its top down, people had to answer a few personality questions to find out if they were cool enough to drive the IS C.
The App
We partnered with Urban Daddy to help users find creative nights out worthy of the IS C.
Banners
The dynamic banners also leveraged the Urban Daddy partnership to serve up location tips for a night out on the town.
CG Demo Videos
The project also included three CG demos, as well as 360 spins of the car for Lexus.com and the launch site.
ROLE
Senior Art Director / Video Director @ Team One