The Lexus Presskits website recieved a facelift with a collapsible horizontal scroller on the bottom. And full CMS for adding events via http interface. Targeted for 1024×764 monitors. More pages after you click the image.
Our target was clear on the rational superiority of Lexus, but less so on what defines a strong emotional relationship with the LS. We needed to heighten the emotional feeling for the LS, and create desire rather than just a rational appreciation. And we needed to do that for ultra busy executives who don’t have the time to play around.
The Lexus 2007 LS Launch Site features beautiful intro animation and seamless transition to landing page. Executive tour replete with large and fast-loading CGI video demonstrations and brilliant voiceover of the finer features of the LS. User controlled beauty 360° spin on landing page. Industry response to the sight has been overwhelming, and we won Site Of The Day on theFWA.com.
Video of the 2006 Lexus IS launch in Times Square. Photos were uploaded by the Lexus street team via mobile phone and displayed on the Reuters jumbo electronic billboard. The animated display was done without any photographs or video of the vehicle!
Over seventy thousand photos were also uploaded via the website. All of the photos were put together into daily builds to complete the giant photo mosaic of the Lexus IS. You could even search the photo mosaic for your own uploaded images. Or email their location to a friend.
–> Addendum 2: This campaign was the featured example of SISOMO (SIght SOund MOtion = The future of advertising) in the book The Lovemarks Effect by Kevin Roberts, CEO of Saachi & Saachi Worldwide. It is also featured in the SISOMO section of Kevin Roberts Website.
Here is a detail from a Princess Cruises poster I composed for of Saputo Design. I had to get old school and take some photos of water bubbles with my digital camera to add realism. Check out the “before and after” images in my portfolio player to see what went into this image. I think you’ll be surprised! More images after the click.
The outgoing Lexus ES was unable to connect emotionally with consumers. We needed to show that the new ES made a big visual statement of its owner’s success. Upon seeing the car for the first time, consumers described the car as sleek, sharp, and even sexy—words that would never be used to describe the past model. We showcased the new ES as a vehicle designed to appeal as much to one’s heart as to one’s head.
Notable features of this site: Beautiful intro animation and transitions. Video clips of the four senses – Sight, Sound, Touch, and Taste – that can be controlled with your cursor. Dreamy orchestral/spa style soundtrack utilizing musical rollover sounds that turn the user into a composer. An oversized gallery of images that can be initiated from any image on the site. Large flyaround 360’s and CGI demos of product features. Targeted for 1024×768, but resizeable for very large monitors. Industry response has been extremely positive.
Within the tiny ES Mother’s Day MSN Roadblock Banner, users could generate a beautiful rich email featuring flowers, with a personalized message to mom, and only minimal branding by Lexus. Tastefully done, this roadblock ran all Mother’s Day weekend, and generated over eighty thousand emails. A nice way for Mom to start her day, and a very nice thing for Lexus to do. More images after the click.
I just added two recently directed 2006 Lexus IS photos taken by German photogapher Thomas Strogalski. They are the first two images in the slideshow (Just click on 01 or 02 to view them). “Orange” was taken in downtown Los Angeles, and “Blue” was taken inside a parking structure. I was extremely excited to shoot with Thomas, and the results speak for themselves.
After the stills were taken, the IS shots were animated for the U.S. Lexus website. “Orange” is displayed on the Lexus Home Page, and “Blue” is on the 2006 IS Model Page. There is also a Wallpaper version of “Orange”, and a Screensaver of the “Blue” animation.