Lexus Brand Photography

Evolving the global luxury brand’s brand photography from the traditional into the emotional, we developed a visual strategy that blended humanity and authenticity with a highly developed sense of design.

As part of our ongoing Lexus brand stewardship, we conducted a global audit of all Lexus product and brand photography with the goal of creating more relevant and internationally aligned work. A few factors prompted the audit: an evolving brand platform, increasingly asset-hungry media channels, brand marketing globalization and changing target sensibilities.

As we moved the brand away from perfection and admiration, we replaced those attributes with emotion, humanity, authenticity and a highly developed sense of design.