Lexus IS Reveal Photography
Lexus IS Reveal Photography
Conceptualization, art direction, and complete creative oversight for the all-new 2021 Lexus IS reveal photography—Lexus’s first fully-CGI campaign. The emotionally resonant, globally deployed visuals redefined how the brand approached launch photography and CGI usage across markets.
Challenge
To debut the all-new 2021 Lexus IS, the brand needed launch imagery that could maintain absolute confidentiality while meeting the visual expectations of a global campaign. Rather than relying on a traditional photoshoot, Lexus committed to a fully CGI reveal—the first in the brand’s history. These assets would become the exclusive visual debut of the vehicle across all marketing platforms worldwide.
Approach
I pitched the all-CGI approach as a bold creative solution—offering complete visual control while preserving the high confidentiality of the new model. I led the conceptual development, establishing a cinematic visual direction and detailed shot plan optimized for CGI execution. Working directly and exclusively with a lead CG artist, I meticulously oversaw every frame to ensure the final imagery struck a balance between emotional resonance and Lexus’s exacting design standards. The resulting visuals became the official reveal photography used globally across all media.
Role
Concept development, art direction, and full creative oversight: I worked directly and exclusively with the CG artist to guide every visual detail—from lighting and camera angles to materiality and mood—ensuring the final imagery delivered on both brand precision and emotional impact.
Stakeholders
Lexus US, CG production partner (solo artist), Team One agency leadership
Impact
- Exclusive global reveal: official photography for the 2021 IS used across all campaign platforms—print, OOH, digital, and dealer materials
- Sales uplift: supported a 63% year-over-year increase in U.S. IS sales in 2021—the model’s most robust growth since 2018
- First fully CGI campaign: set a creative benchmark internally and influenced Lexus’s shift toward virtual production
- Reimagined brand approach: emotionally resonant visuals redefined how Lexus and other automakers launch vehicles
Deliverables
- 20 fully-CGI still photos—spanning action, static, interior and detail—to be used for the global reveal
