“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