DMS Media | Into the Light
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Into the Light

“There’s no such thing as impossible, it’s just a matter of figuring out how,” so said Lexus chief engineer Haruhiko Tanahashi.

When Lexus Europe approached us in need of a killer launch campaign idea for the new LC grand tourer, we kept Tanahashi-San’s statement in mind.

Shunning CGI trickery, we set to work on becoming the first to projection map directly onto a mountainside – in the Sierra Nevada desert no less – with LC driving across a masterful artwork of firing pistons and crumbling rock face. International press coverage and advanced vehicle orders swiftly followed.


  • 200,000+ Facebook and YouTube views
  • Cut-through to non-automotive media, e.g. Campaign
  • Stills used above-the-line

21st December 2016


Automotive, Branding