About the project

My role

Creative Director
Art Director
Animator

This campaign is about how the Lexus NX is the “right kind” of future technology. Not the kind that says “move fast and break things.” That treats humans like test animals for their algorithmic and robotic impulses. That assumes a certain amount of collateral damage comes with any push toward tomorrow.

No the NX flows from the James T. Kirk school of futuristic technology. Which is to say, it’s got to work because people are involved dammit! Which is to say the Lexus version of the future is one based on trust.

Nobody sends astronauts up in the Apollo missions hoping the technology would work. The stakes were too high.

Well, the builders of the Lexus NX feel much the same way.