Nicholas Costarides
Associate Creative Director / Art Director
Two other videos, “Worthy” and “Magic” spend more time with the interior and exterior of the RZ while preserving the evocative nature of the campaign.
TV is just one element of this fully-integrated campaign. Additional campaign elements like print, social, digital, and experiential helped bring the campaign’s narrative to life
For print and social, we mirrored the Miles & Miles approach by pairing the Lexus RZ with other beautifully crafted electrical objects, shot through a fashion editorial lens. Subtle call-outs highlight the curated objects in the image, like a fashion spread, reframing electricity as something sensorial and collectible. The result places Lexus not just among cars, but among objects that signal taste and intention.
COPY:
Light installation by Moooi (left), all-electric RZ by Lexus (right).
The Lexus RZ. Electricity at its finest.
COPY:
Machined acrylic turntable by VPI (left), all-electric RZ by Lexus (right).
The Lexus RZ. Electricity at its finest.
COPY:
Transparent OLED television by LG (right), all-electric RZ by Lexus (left).
The Lexus RZ. Electricity at its finest.
For experiential, we partnered with Amazon and Laufey, in celebration of Miles Davis’s 100th centennial, to debut a limited-edition Blue and Green RZ alongside a reimagining of Miles Davis’ Blue in Green—brought to life through a live concert and Twitch stream.
