Taking inspiration from film noir and fashion photography, the design and motion team at FutureDeluxe Sydney captures the layers of emotion associated with driving a Lexus while integrating typography deep into the world-building.

FutureDeluxe Sydney EP Tanya Curnow: “Visualizing the luxurious and immersive experience of driving a Lexus was the challenge brought to us by our friends at The&Partnership agency in Tokyo. Rather than promoting a specific vehicle, the nine short vignettes tell the story of the feeling created by a multiplicity of small details — from the Mark Levinson surround sound speakers, to the plush leather seats and aerodynamic spindle body design.

“The art direction allows these films to sit next to other marketing assets for the RZ, LX, and RX models. Originally conceived as a typography-led production, the words are embedded into the worlds rather than 2D type sitting above the image.

“Car ads often tout features in typographically mundane ways, our problem was how could we elevate traditionally unexciting feature-specific callouts into something more interesting and sophisticated to match the Lexus brand? We wanted the type to have a reason for being. Therefore, using type in untraditional ways became our barometer for what was creatively right or wrong.”

Watch the development reel:
 
 

 

 
Client: Lexus

Agency: The&Partnership Japan

Production: FutureDeluxe
Director: FutureDeluxe
ECD: Adrian Lawrence
EP: Tanya Curnow
Art Director: Dean Mathers
CG Artists: Harry Warne, Matt Hopkins, Justin Fels, Annie Ngo

Sound: Smith & Western