About the project

My role

Creative Director
Art Director
Animator

This campaign highlights how the Lexus NX represents the right kind of future technology—not the kind that says “move fast and break things.” Not the kind that treats humans like test subjects for algorithmic and robotic impulses or assumes that collateral damage is an acceptable cost of progress.

No, the NX embodies the James T. Kirk school of futuristic technology: it’s got to work because people are involved, dammit! The Lexus vision of the future is one grounded in trust and reliability.

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

The builders of the Lexus NX feel exactly the same way.