A Different Kind of Power: The&Partnership for Lexus

Tell us about your role in the creation of this work?

The other idea we had was about a car that didn’t know what ad it wanted to be in. Was it a pleasant hybrid? Or a wild sports car? Or a luxury city car? So in other words to play with the stereotypes of car ads. And although it could have made a cool film it didn’t tap into culture like this one.

What was the greatest challenge that you and your team faced during development.

The biggest challenge, as with all car adverts, is coming up with a simple and fresh creative idea that allows you to seamlessly weave the in car throughout and showcase all of its many features, whilst staying true to the tonality of the brand and making sure it hasn’t been done before by another brand or Top Gear! 

What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?

Obviously shooting big campaigns for great brands with incredibly talented people is always an amazing experience. 

Where do you see this campaign going in the future?