The LIT IS
Built to prove how expressive the Lexus IS could be — a car that could take a signal from its driver and send one right back. It won an FWA of the Day, trended for 48 hours, and turned up on the Discovery Channel.
The idea
The car runs a three‑minute artistic loop across its whole body. It has a data‑viz mode that visualizes music in real time. And it uses a Kinect to detect and react to human movement. Part of the 2017 IS launch that, alongside the Sriracha IS, was built to make Lexus matter to millennials.
The launch
We didn’t just make a reveal film. We partnered with Vevo to produce an actual music video — rising singer Dua Lipa’s “Be The One,” co‑starring Ansel Elgort. The car and the videos earned millions of views and millions more in earned impressions.
The part nobody plans for
It caught fire about a week after launch. Trended on YouTube for 48 hours, made news channels around the world, and got picked up by a Discovery Channel show. Not the media plan, but I’ll take it.