In January 2017, Lexus brought 49 of the world’s most influential luxury and lifestyle media to the cultural and design hotspot of Miami, to experience Lexus Through the Lens. The immersive event saw guests enjoy an experiential journey across a series of iconic Miami locations, all designed to showcase Lexus’ design, craftsmanship and technology.
Our media took part in a series of bespoke photography masterclasses featuring the stunning, and yet to launch to market, LC 500, with world renowned photographers Greg William and Gavin Bond; as well as a track experience with a difference, getting behind the wheel of the RCF and GSF, and featuring content creation by the makers of Top Gear, and the premier F1 photographer, Mark Thompson. Throughout the day, media were put ‘behind the lens’ and encouraged to create their own content, enabled by their very own Leica camera, all whilst learning from some of the best image makers in their respective fields.
The event, which freuds were responsible for end to end delivery of, showcased the new Lexus global tagline of Experience Amazing, as well as two high-profile world premieres – the SKYJET model and the Lexus Sport Yacht concept.
As the Lexus brand continues to innovate, evolve and transform from a rational conservative brand to a visionary, original and exciting one – the event encapsulated that vision, with our key objective being to transform how the Lexus brand is seen. Through the Lens helped create assets to help relay that objective to lifestyle media and the wider consumer.