To dramatise the stability and control of the new Lexus IS, we called upon the English National Ballet’s principal dancer Tamara Rojo.
The film sees Rojo’s ballet moves interspersed with existing shots of the new IS, with her movements mirroring the car’s.
We commissioned an original full length track ‘Step it Up, exclusively produced by Trap artist Richie Sosa which gained over a million views itself.
Production Company: Rogue
A collaboration with Will.I.Am for the European launch of the Lexus NX, their most successful model launch ever.
The campaign featured the obligatory TVC, print and posters and an app but also included a unique NX designed by Will.I.Am himself which was launched at Paris Fashion Week and an installation at the Digital Revolution exhibition at The Barbican.
Lexus idents campaign for the sponsorship of Drama on Channel 4.