Lexus Spark Media Partnerships
Problem
Extend Lexus’s “Emotional Sparks” campaign — positioning Lexus as a spark for creativity — beyond traditional advertising, creating culturally relevant ways for the brand to connect with audiences primarily through media partnerships and social/digital executions.
Solution
Partner with culturally relevant media brands and creators to explore what sparks creativity, developing original content and social/digital experiences that brought the campaign idea to life through their distinct voices and audiences.
Lexus Spark Campaign
Lexus’s “Emotional Sparks” campaign explored how vehicle innovation could inspire creativity. A series of 30-second spots followed individual artists — including songwriting duo Nova Wav, Korean-American R&B artist Audrey Nuna, Argentinian freestyle rapper Ecko and choreographer Zak Ryan Schlegel — as they experienced specific Lexus technologies and performance features firsthand.
Inspired by those in-vehicle experiences, the artists collaborated for the first time to create “No Ceiling,” an original track and choreographed performance that brought their individual creative responses together.
Lexus + ELLE: Women in Hollywood Film Competition
In partnership with ELLE magazine, Lexus extended the “Spark” campaign by sponsoring ELLE’s Women in Hollywood platform and launching a short film competition to support an up-and-coming female filmmaker.
Dozens of emerging female filmmakers were invited to submit concepts. Tiffany Frances was selected as the winner and given funding, production support and a platform to bring her vision to life.
Her finished film, Another Day, premiered at ELLE’s star-studded Women in Hollywood event and received extensive editorial coverage in ELLE’s annual Women in Hollywood issue.
The Winning Film: Another Day
Produced with support from Lexus and ELLE.
Lexus + Uproxx: The Human Element
Created with UPROXX Studios, The Human Element used data art to transform abstract performance data from the Lexus NX 450h+ into emotionally compelling artwork — translating technical information into stories that revealed the human side of Lexus engineering.
The artists’ creative processes became documentary content for social and digital, while the finished works extended into immersive physical installations.
Laurie Frick
In collaboration with lifestyle publisher UPROXX, Lexus extended the “Spark” campaign through The Human Element, a series exploring how Lexus vehicles can inspire creativity.
After driving the new NX 450h+, data artist Laurie Frick was most inspired by the feeling of acceleration — and wanted to humanize that experience through her art.
Using the vehicle’s acceleration and speed data, Frick translated the numbers behind that feeling into a physical artwork made from hand-cut pieces of colored glass.
Sebastian Peschiera
After experiencing the vehicle, digital artist Sebastian Peschiera was inspired by the linear forms and triangular shapes inherent in the NX 450h+’s body design and the data behind the vehicle's acceleration and speed.
Using those elements as his visual language, Peschiera created data-driven digital models, then projected them directly onto the body of the vehicle.