Lexus
Reimagine the future
GIIAS 2021
What we did
Idea & Concept
Art Direction
Copywriting
Print Ad Development
Digital Ad
2021 was the year the world began to move again.
GIIAS returned, and with it, the question Lexus had always been asking: what does the future feel like? This time, the answer came in the form of the LF-30, a concept car that did not belong to the present, but invited you to imagine what was coming.
Our task was to make that invitation felt. The LF-30 needed to feel like a glimpse, but close enough to want.
The campaign ran as a print ad across major newspapers, and was extended through Lexus Indonesia's social media channels, each touchpoint carrying the same sense of arrival: a future that was no longer that far away.
The LF-30 is a concept car. Our challenge was to close that distance. To make something speculative feel present, almost within reach.
The answer was in the sketch. A sketch is where imagination lives before it becomes real. By placing the rendered LF-30 above its own blueprint, we were saying: this is not a dream. This is a plan.
The story did not stop
at the print campaign
We took it into the customer senses
Reimagine the furusato
Supergraphic extension & brand collaterals for Lexus Indonesia GIIAS 2021
Furusato, the Lexus Indonesia supergraphic system that ran from 2020 to 2023, carried its own visual language, its own sense of place. It was not ours to remake. It was ours to understand, and adapt forward.
Our task was to extend that language into the limited edition takeaway gifts and F&B collaterals that guests at the Lexus VIP lounge would hold, use, and bring home from the show.
