Nicholas Costarides
Associate Creative Director / Art Director
Lexus RZ: Electricity At Its Finest
EVs got boring. All that innovation, not much soul. So for the all-electric 2026 Lexus RZ, we set out to change that. Electricity at Its Finest reframes electric not as utility, but as something artful, sensory, and human. Less iPad on wheels. More emotional sanctuary. The way only Lexus can.
In the hero film Miles and Miles, directed by Frédéric Planchon, we slow everything down. A quiet moment between a plugged-in RZ and a $75,000 turntable playing the iconic "Blue in Green" from Miles Davis' Kind of Blue. No spectacle—just a simple idea, beautifully expressed. Bold in its restraint. Because if it takes your electricity, it should give something back.
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:
Machined acrylic turntable by VPI (left), all-electric RZ by Lexus (right).
The Lexus RZ. Electricity at it finest.
COPY:
Light installation by Moooi (left), all-electric RZ by Lexus (right).
The Lexus RZ. Electricity at it finest.
COPY:
Transparent OLED television by LG (right), all-electric RZ by Lexus (left).
The Lexus RZ. Electricity at it 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.
