To mark the launch of the all-new Lexus RX and UX, we were tasked with creating four unique spots which would premiere on TV and digital media platforms. Working in close collaboration with the regional marketing director, we developed a campaign tag-line: Choose your experience.
Our in-house production team refined the client’s original brief into a coherent creative concept and treatment deck. The campaign is anchored by a single theme: No matter the journey or destination, the RX and UX are built to take you anywhere. It’s up to you to choose your experience.
The UX spot’s were geared towards a millennial audience, showcasing a male and female perspective.
We worked within a two-day schedule across various locations in the City of Edmonton.
When it came time to produce the RX spots, we knew we wanted to showcase the SUV taking on two distinct experiences. The first was a father-son day-trip around the city of Edmonton. The second experience was a father-son camping trip.
This production required a closely coordinated effort across multiple locations including the Alberta Art Gallery and Elk Island.