Under the global slogan Make Your World Extraordinary, Lexus invited us to contribute to the launch of the new Lexus LBX, a campaign that redefines contemporary luxury by turning everyday journeys into moments of discovery.
Designed as the smallest Lexus to date, the LBX introduces a new chapter for the brand - accessible, agile, and forward-looking, while remaining deeply rooted in Lexus’ commitment to craftsmanship, innovation, and Omotenashi hospitality.
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The LBX is more than a compact hybrid crossover. Its three-letter name places it alongside the iconic LFA, signaling Lexus’ confidence in a model that challenges expectations and reshapes what a car in this segment can offer. Built around the Lexus Driving Signature, the LBX delivers control, comfort, and confidence in a smaller format, blending advanced technology with a refined yet casual character.
As part of the global campaign, our studio was responsible for creating a series of key visuals and films that became the primary visual language of the launch across international markets. Working with both still imagery and video, we developed a visual narrative where the car remains the protagonist while actively transforming the world around it.
Our art direction combines real locations with a subtle yet powerful visual metamorphosis triggered by the car’s movement. As the LBX passes through the landscape, reality shifts into poetic, translucent environments built from geometric structures and materials reminiscent of glass. These evolving worlds are defined by carefully curated color palettes that balance technological precision with an atmospheric, almost dreamlike quality - suggesting that the extraordinary emerges precisely at the intersection of innovation and emotion.
The resulting visuals capture attention without overpowering the vehicle, reinforcing the idea that the LBX enhances everyday life rather than escaping it. This visual system was deployed across a wide range of formats, from television spots to large-scale out-of-home installations and digital placements across Europe, ensuring a strong and cohesive presence throughout the campaign.
Complementing the final assets, we also produced a behind-the-scenes film offering insight into our creative process. The BTS piece documents our approach to world-building, visual experimentation, and collaboration, revealing how concept, technology, and craftsmanship came together to shape the campaign.
Together, these elements form a visual expression of Lexus’ promise: a brand capable of transforming the ordinary into the extraordinary—one journey at a time.
