I was lucky to work on Lexus during a pivotal brand transition, shifting from strictly vehicle-centric to more lifestyle-centric storytelling. I helped bring this to life through above-the-line TV campaigns, new design templates and establishing a new roster of lifestyle/fashion photographers. Our work moved the brand beyond the over-retouched look of the time toward more relatable, authentic and emotional communication.
An Evolving Aesthetic
Our team worked with fashion photographer Nicholas Maggio to help shift the Lexus photography aesthetic from idealized, overly staged and retouched imagery to glimpses of real moments that highlight the beauty and luxuriousness of the vehicles. Nick was a pro at capturing a mood while seamlessly integrating the vehicle into each shot.
