Lexus + Clippers - Custom Car and Activation
At the start of the 2015-16 season, Lexus and the Clippers signed a larger than usual partnership that included broadcast, print, digital, social, and even a physical club space. Creatives don't typically get involved in projects like this, but my art director and I volunteered for it, because free floor seats.
Art Director Adam Bright and I concepted dozens of platforms (or buckets) that could encompass a wide range of mediums. The idea had to be fun, premium, and athletic. We landed on Let's Play.
For this campaign, we created one hero piece: a Lexus RC F inspired by the LA Clippers. We made 14 customizations, which you can view here. (My favorites are the horn that sounds like an in-game buzzer with the backboard LEDs, the steering wheel, and the Clippers playbook inspired paint job). This car was basically our look book. With the car in our back pocket, we created a video to announce its arrival, which starred Doc Rivers. This video and our car made it on every major sports site, plus many of the major auto sites. Most importantly, it made it on to live TV—Sports Nation on ESPN. The cast talked about the car and had a good laugh at our video. This was the goal.
We built a custom car. We made a broadcast spot. We helped with the Clipper's digital site. We created social posts. We created print ads. We even designed the Lexus Courtside Club, which is a premium adult arcade. This was an immersive campaign that returned well beyond its investment. We've been approached by many other pro teams to give them a similar treatment. Stay tuned...
ESPN Discusses Clippers Lexus
Take a look at what ESPN had to say about our custom Lexus RC F.
LA Clippers Custom Lexus RCF
Here's the video that got all the attention. This is not the original posting, obviously. It was originally posted natively to the Clippers' website, and then to Facebook, which earned hundreds of thousands of views.