lexusborn to pioneer

§ The work

Brief

Launch the Lexus LS flagship without luxury-car bragging.

Idea

Many great pioneers had terrible school reports. "Head in the clouds." "Rarely leaves his comfort zone." We set those handwritten teacher comments beside the LS 500h. Same restless wiring, different machine.

Result

Film and print for Lexus Europe.

§ Gallery

Lexus “Born to Pioneer” advertising campaign — report card, created by Toby Brewer

Lexus “Born to Pioneer” advertising campaign — comfort zone, created by Toby Brewer

§ Credits

Client: Lexus Europe
Creative Director: Toby Brewer