Lexus 350L Reveal

Role: Creative Development | Editor | Design Director

Studio: o2 Creative Solutions

Client: Lexus

Whats up with the L? Well…a lot. For the reveal of the Lexus RX 350L, we needed to amplify one major feature that only applied to this specific spec of the RX. The third row seat. Now we could have taken a straightforward approach, outlining the benefits and extra cubic inches that third row provided…but that seemed a little boring. Instead we filled the RX, as well as a mansion in LA, with as many L’s as we could.

Concept

Lifeguards with lobsters. Lab techs with little hats. Lumberjacks. Even a few labradoodles. If it started with L, we packed it up. This actualized alliteration grabbed attention from media outlets for its break away from the traditional tone of Lexus marketing.

Storyboards by Mike Doyle