LEXUS IS 500 LAUNCH

To launch the long-awaited, V8-powered IS 500 F SPORT Performance, we did something that would make some noise in the car community.

We spoke directly to the automotive enthusiast through innovative partnerships with online communities like DriveTribe and independent magazine Garageisme.

For the IS 500 launch campaign as a whole, I worked closely with strategy giving first-hand insight on the enthusiast market, what speaks to them and what does not.

Paid Social Instagram Stories and Reels

We reached the automotive enthusiast through relatable meme formats they love.

DriveTribe Partnership

I pitched a Lexus-first partnership with online community DriveTribe, where they created a series of articles, memes, polls and videos featuring the IS and other notable Lexus V8s.

Garageisme

I pitched a partnership with niche automotive magazine Garageisme, which historically has contained no advertisements. In this pioneering initiative we had a custom cover and several pages dedicated to the IS and other iconic Lexus V8s.