THE ASK: Lexus wanted to create a large-scale activation promoting the newly refreshed RC, in a social-first way.

THE CREATIVE CONCEPT: While road trips have been done time and time again, our spin on the classic adventure was customizing the new RC at different stops along the way. Beginning at the Miami Auto Show for the RC’s debut, stopping at the SEMA show, and ultimately ending at the Los Angeles Auto Show.

THE EXECUTION: While the Lexus client ultimately decided they wanted the theme of this custom car to be musically themed, I strove to keep the vibe of the road trip and the content we created, enthusiast driven. During 13-shoot days we traveled to Miami, Atlanta, Austin, Las Vegas, and landed back in Los Angeles, meeting car customizers, and up and coming DJs along the way. Our final content pieces, were first for Lexus IGTV episodes, along with countless IG stories, Facebook videos, and several long form videos that played alongside the car at both SEMA and LA Auto Show.

For the activation, I oversaw the creation of custom campaign logos used for banners, wheel-stands, and our XCC trailer, in addition to SnapChat filters, first for Lexus Instagram Stickers, and branding at the various auto shows.

ROLE: ART DIRECTOR / PROFESSIONAL STUNT DRIVER

DIRECTOR: SEAN ROSS