Lexus: Made Different

How do you perceive personalized luxury for a brand known for being an ‘uber’ car?

To elevate Lexus' presence in the UAE, we aimed to transform its perception from a functional vehicle into a brand embodying true personalized luxury. We created "Made Different," a pioneering manifesto film (a first for Lexus in the UAE) that showcased how Lexus cars are meticulously crafted to complement their owners' individual styles. This core film was amplified by five supporting films, each embodying a key Lexus philosophy: Craftsmanship, Authenticity, Omotenashi, Engaging, and Imaginative. Under the direction of Parker Schmidt, this initiative successfully redefined Lexus' luxury proposition, forging a deeper connection with its drivers' individual journeys.