Lexus
Social and Tactical Ads
While working at Societal, one of my key responsibilities was overseeing and producing creative work for Lexus Singapore.
This included developing ads and videos across a range of formats—from tactical and social content to larger themed initiatives like motorshows and full-scale campaigns.
Lexus Self-Charging Full Hybrid Campaign
This idea celebrates the duality of Lexus Hybrid technology through a sophisticated split-screen narrative, visually contrasting electric power’s elegant blue flow with combustion’s bold golden energy.
The luxurious, fluid motion graphic reflects the seamless transition between the two—quiet efficiency paired with powerful performance. The result is a content series that embodies the message:
Two energies. One harmonious motion.
A ballet dancer (graceful/electric) paired with a sprinter (powerful/combustion).
Just as a fencer fluidly transitions between swift defense and explosive offense
A golfer’s swing combines precision, timing, and strength, transitioning smoothly from calm focus to explosive impact.
Always On Lexus Hybrid Videos
Here are two social videos I produced from storyboard to animation, to promote Lexus’ Self-Charging Full Hybrid line.
This video highlights the key benefits of a Lexus Hybrid by visually linking each feature to a symbolic element. Batteries for self-charging, greenery for lower emissions, a tachometer for power, and data dots to represent cutting-edge technology.
This video showcases how Lexus Hybrid seamlessly combines a petrol engine with an electric motor for smooth performance, recharging itself while driving—no plug-in needed. A flowing neon line visually represents the continuous self-charging process as the car moves.
Lexus and the Art of Takumi Craftsmanship
A series of videos that spotlights Lexus’ core value of Takumi craftsmanship, emphasizing precision, mastery, and attention to detail through the hands of skilled artisans who elevate every aspect of the vehicle-making process.
Kiriko, an exquisite Japanese tradition of hand-cutting delicate patterns into glass, creates stunning reflections of light, inspired and perfected by Lexus Takumi Masters.
Inspired by the ancient art of origami, Lexus Takumi Masters have perfected an artistically precise pleat-folding technique, one that dances with movement and light.
Designed by Lexus Takumi artisans in collaboration with Yamaha’s master instrument makers, these bespoke wood patterns are not found in nature, they are meticulously crafted, inspired by the rhythm of music.
Lexus Takumi Craftsmanship Posters
A series of posters currently displayed at the entrance of the Lexus Boutique highlights how Takumi Masters refine their skills to achieve true mastery.
Staying true to the Lexus brand, the visuals feature the iconic spindle grille as a key design element, paired with a luxurious and sleek treatment that reflects the elegance synonymous with Lexus.
