THE CREATIVE CONCEPT: After a successful campaign for their first ever coverage of the Quail and Pebble Beach during Monterey Car week, I pitched a larger social campaign that would span over the entire weeks events and include a Lexus owner’s photoshoot.
THE EXECUTION: With nimble team of three including myself, a producer and a photographer we began our week’s coverage with a Lexus owner’s meet-up off of US 1 before Monterey. Our focus was on video content including drone and GoPro footage, and everything was shot and edited within 24 hours of posting. We continued coverage of Monterey Historic Races, the Quail, Japanese Automotive Invitational, and of course Pebble Beach. I additionally designed custom t-shirts that were given out to Lexus owner’s who participated.
Despite no new product news, reveals or paid media support, Monterey Car Week had the second highest reach and impressions for Lexus social coverage when compared to auto show coverage during the last year.
Total Impressions: 8,155,990
Total Reach: 6,675,677
Total Engagements: 432,103
Total Video Views: 266,927
Brand social posts, IG/FB Story Frames: 120
Content Pieces Created: 400+
ROLE: ART DIRECTOR / EDITOR
PHOTOGRAPHER: MATT HARTZ
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