Lexus IS

“Full Throttle”

In 2022, Lexus asked Walton Isaacson to create a new 360° campaign for the Lexus IS. My job was to make the work resonate across a younger Hispanic demographic, as well as conceptually connect with Lexus’s General Market, Black and LGBTQ+ campaigns.

Overarching Strategy

Our task was to remind consumers what the Lexus IS stands for: amazing style and design, punchy performance, and a bold, free-spirited energy.

The overarching strategy line connecting the IS’s advertising across all segments was “Go All In,” a rally cry to grab life by the wheel with both hands; no tentative dabbling, just full-on passion, dedication and determination.

The Insight

As a Latino, the “go all in” mentality struck a chord with me. Our decisions are rarely individual; instead, they’re linked to strong family pressures and societal expectations—which means any time we dive into anything left of center (i.e. a creative career), we either go all in or don’t go at all. Once we finally thrive, nothing is more satisfying than proving we accomplished our goal.

The Idea

As a luxury sedan, the IS could become not just proof of our accomplishments (look Ma, luxury car!); it could become an expression of our drive and an instrument that helps us keep succeeding.

 The Spot

Our Hispanic target knows life isn’t handed to them; they have to pursue it. So we created the story around an artist who sees an opportunity—and goes for it.

Our hero goes full throttle, transforming a drab vacant space into a captivating audio-visual experience—aided every step of the way by the performance and style of her Lexus IS.

Radio

While we weren’t allowed to incorporate talent throughout the rest of our 360° campaign, we brought the “Go All In” energy consistently by leveraging product photography to convey a sense of speed, assertiveness and determination.

Print

This entire campaign was a fun one—in no small part because we got to work with legendary director Joseph Kahn, who conjured an incredible sense of movement, energy and life in every scene.

CREDITS:
Agency: Walton Isaacson
Partner: Aaron Walton
Head Of Production: Shauna Williams
Executive Creative Director: Ricardo Trejo
Creative Director/Copywriter: Humberto Belli
Sr. Art Director: Andrea Loza
Producer: Abigail Scott
Production Company: Supply & Demand
Director: Joseph Kahn