DESIGN / CREATIVE DIRECTOR
LEXUS LF NX LAUNCH
Concept car launch imagery and Motor show brochure
SHARP DESIGN
Concept development / Art Direction / Design
This project was a creative concept for
the launch the new Lexus concept car, the
LF NX Crossover.
The car was a new introduction into the crossover SUV range for Lexus, using a distinctive dynamic design style to attract
a younger target audience.
The project required the creation of a distinctive background design to match the sharp linear design of the car. A lack of suitable locations globally required for the background to be created in CGI using architectural practices to create a 'real-world' feel. The final background was based upon current building techniques and materials to ensure that the building design was factual and realistic.
The car was photographed in studio using lighting set-ups that matched the CGI backgrounds. Photo-retouching combined the two elements together to create a real time location.
The brochure was designed in 26 languages for use across the European markets.
Photography by Eric Chmil, retouching and CGI develoment by Jorg Klien.
Concept car launch
Amazing in motion
Back cover
Concept car launch
LEXUS LFA LAUNCH
Supercar Global launch
PURE PERFORMANCE
Concept / Art Direction / Design / Illustration
Before the launch of the LFA, Lexus was one of the benchmark brands for premium luxury automobiles. They were known for their smooth luxurious models, with a high technical specification to give a smooth driving experience.
Therefore to launch the LFA into the supercar market, from a brand like Lexus, would require a very distinctive concept style.
The LFA would be launched in white, therefore the concept had to be distinctive yet suit the unique design of the car. All marketing material would use either white as the core colour, or a carbon fibre image to emphasis the cars main construction material.
As the LFA was only going to be launched as a limited edition of 500 models globally, a series of marketing elements were created to suit the launch. These were split into three sections: 1. Sales material (limited to hot prospects only), 2. Ownership materials (limited to purchasers) and 3. General materials (for use in marketing the LFA/brand to the general public).
Each section required it's own elements, including an owners book, carbon fibre owners card, signed LFA framed photography, posters, brochures and POS material.
Photography by Daniel Hartz, retouching and CGI develoment by Michael Schott.
LEXUS & Will-i-AM DESIGN CONCEPT
Special Design NX launch image concept
DYNAMIC DESIGN
Concept / Art Direction / Design
To support the launch of the new Lexus LF NX, a special design model was developed in conjunction with Will-i-AM. The concept model included a radical body redesign with enhanced technology and materials. In addition to the cars design form, unique matt & white carbon paint finishes were used on the bodywork to add extra textures.
To support the launch of this special model, a concept was created to align to the cars design whilst adding a dynamic value to the imagery. Due to the car being under embargo, secrecy was a key requirement so it was not possible to photograph the car on location. The only possible option was to shoot the car as a static model in studio and combine it with the dynamic background created in CGI.
The background was created to give strong
visual perspectives which supported the dynamic design of the Will-i-AM model. The car was photographed with special lighting equipment to capture the enhanced bodywork textures and finishes.
The final imagery was used across the globe for marketing communications of the new concept design.
Photography by Daniel Hartz, retouching and CGI develoment by Michael Schott.
MAKING IT REAL
DESIGN IN MOTION
Concept / Art Direction / Design
To support the launch of the new Lexus LF NX, a special film was created for use at the Geneva Motorshow.
The film used the same dynamic background concept of the launch photography, which was created in CGI and added in post production.
The car was shot in studio using a dynamic rig and magic arm, combined with motion lighting and rolling light.
DOP - Daniel Hartz, composing and CGI development by Michael Schott.
Motorshow Launch Film
LEXUS LF CC CONCEPT
Concept car launch Motor show leaflet
NEW DESIGN
Concept / Art Direction / Design
The LF CC was the concept development of the new third generation Lexus IS. The LF CC concept was to be released at the Geneva Motor show and then at other shows around Europe.
To support the marketing for the launch of the new IS, a motor show leaflet was created using studio photography combined with a CGI background. The emphasis was to be on the design values of the car, therefore the background needed be dynamic yet simple.
Another feature of the concept car was the distinctive paint finish, which changed colour when seen from different angles. This finish created it's own issues for the photography, which required the use of special lighting equipment to balance the overall colour.
The leaflet used a mixture of varnishes to give the imagery a crisp stand out whilst adding a premium tactile feel.
The final piece was released in 18 different languages across Europe.
Photography by Daniel Hartz, retouching and CGI develoment by Michael Schott.
Cover
Cover fold out
Outer fold out
Cover
Launch of European Sales brochures
LEXUS MODEL BROCHURES 2006 - 2008
European launch
European model
European launch
European launch
EUROPEAN LUXURY
Concept development / Art Direction / Design
Until 1998 Lexus Europe had used localised Japanese brochures for car sales in Europe. With the launch of new models and the expansion of the brand in the luxury car market, the brand decided to create specific sales collateral created in Europe.
Each model brochure required a concept strategy supported by 100% new image creation at European locations. This focus defined the brand as a premium luxury car range to compete against the top German brands.
The brochures were created in three sections and were very different from competitor brands. This difference was by design, challenging the formats of competitors who followed a similar brochure formula. Lexus was different and built around the values of Japanese culture, therefore the brochure design should emphasis this to European consumers. The brand should live from the brochure, giving a clear value to the brands heritage.
The brochure format ran for four years before the second phase of European evolution was implemented.
Photography by Daniel Hartz, retouching develoment by Michael Schott.
LEXUS PRESS & EVENT 2006-2008
European press and event material
Motor show press book
RX 300 Press event
Motor show press book
BRAND DEVELOPMENT
Concept / Art Direction / Design
To support the brand communication across Europe, a series of press and event communications were created to give the brand a high profile distinctive feel.
By using imagery created purely for the European markets, combined with a distinctive identity style, the brand evolved from a Japanese offshoot of Toyota into a premium car brand. The creation of this unique style supported the brand vision of quality and individuality.
Distinctive angles of photography set against minimalist backdrops gave a sculptural feel to the models. Iconic detail shots defined the inner level of Japanese craftsmenship. Calm balanced lifestyle imagery emphasised the unique values of the brands culture.
The overall communications platform gave a different feel to the luxury car market, pushing Lexus to higher consumer value. It's individuality helped to define the brand as a serious contender against the competiton.
Photography by Daniel Hartz, retouching and CGI develoment by Michael Schott.
LEXUS BRAND / MODEL BOOKS
European Dealership materials
BUILDING THE BRAND
Concept / Art Direction / Design
As the Lexus brand evolved the style and format of the brand communications material changed to add extra depth for consumers.
Sales material became more brand focused, offering a deeper insight behind the actual model. Imagery was refined to become sculptural, with a very distinctive clean tonality that presented the car as a piece of art.
A subtle colour hue was added to give the imagery a unique tonality in comparison to competitor brands who were still using saturated colours.
The book was a large format (32 x 32cm) with a hard back cover to add a distinctive tactile presence when holding it. Gloss varnishes were added to photography, combined with different paper textures to enhance the overall experience.
The brand/model books were used for three years before they were adapted to the next phase of brand evolution. Within their period of use, they helped to increase the brand awareness with consumers and define Lexus as a leading luxury automotive brand.
European Dealership materials
LEXUS MODEL BROCHURES
EVOLVING THE BRAND
Concept / Art Direction / Design
As the Lexus brand evolved the style and format of the brand communications material changed to add extra depth for consumers.