The reveal of the production LC Convertible was at this years LA auto show. Lexus tasked us with creating a suite of 15 images for the debut. The ‘code red’ vehicle presented some challenges, but the @photoagency guys of Dejan Sokolovski and Per Norberg were up to the task.

We partnered with the luxurious Cavallo Point lodge in Sausalito to get some wonderful vantage points for this shoot. Highway One provide the driving backdrops. Classic California!

This is the new LC convertible concept which has been unveiled at the Detroit Auto Show. Lexus Japan asked us to create a suite of images to feature this exciting new vehicle at it’s debut.

We hired Anke Luckmann to shoot the car at Hudson Studios in Los Angeles, a former Hudson dealership with a car elevator! Super happy with the color and light we achieved here.

For the launch of the RXL (+third-row seating), Lexus asked us to create a demonstration video to be used at the LA auto show reveal. I created the storyboards and worked with TiltShift, Team One’s new in-house 3D arm and created this execution.

A beautiful road at a beautiful time of year, we shot the Hybrid line on the Palms to Pine highway to highlight the hybrid driving experience. He&Me were the photographers.

In 2019, Team One partnered with TAG Brussels to do the launch photography for the UX. We produced the photo shoot out of Holland with Agnieszka Dorozewicz as the photographer. I art directed the brochure after the shoot.

From 2013, I served as AD/CD for layout and image fulfillment for the re-launch of Lexus.com. The site design was created by HUGE. I served as the initial creative liason for art direction and then worked with account and other CDs to determine featured storylines. My team generated layouts and presented to clients for both home pages and model pages. I was involved in day-to-day discussions with producers, retouchers, clients, developers, etc. and occasionally handled layouts.

The site was image heavy and required a lot of maintenance to keep updated. My team created large decks that were presented to clients for launches and updates. I was involved in both higher level discussions and presentations for both the evolution of the site and the execution of the elements to fulfill client’s wishes.

Lexus surprised us with this beautiful SUV concept and we were tasked to put together a photo shoot in support of a launch video that was underway. We tagged Jan Steinhilber to help us achieve this. We shot the vehicle in studio and Jan returned to his studio to create the backgrounds pictured in the images. Jan created a miniature based on the set that was designed for the video shoot, creating a clean and sophisticated final look.

With the Lexus move to Dallas, we took an opportunity to shoot there for this library shoot. He&Me did the images and Zerone in Germany did the post.

Lexus 2019 NX and RC brochures featured new photography from Anton Watts and He&Me respectively. The layouts were templated from the previous season where myself and Jen Choy were lead creatives.

For the unveiling of the new Lexus flagship, I created a suite of 13 images and 12 page announcement. Flyer is a 9"x5" booklet with a laser-cut sleeve based on the grille design of the new LS. Image backplates were photographed by Uli Heckmann with CGI cars and retouching by Recom Farmhouse in London.

In 2015, Lexus tasked TeamOne with traveling to Toronto to photograph the newest iteration of the iconic RX. We hired He&Me to help us create this suite of images for use across all media. I art directed and Tom and Yona collaborated with Tamzena, a South African retoucher, to create a sophisticated color palette that was very distinctive in the automotive space. I art directed the subsequent brochure.

This suite of images was created for the reveal of the Lexus Concept Vehicle LF-C2 at the Geneva Auto Show. Our concept was titled "Eclipse." Team One produced a suite of media and I art directed these images. Our photographer was Trevor Pearson. The images were featured in Lürzer's Archive 200 Best Photography 2016 and Graphis Gold Phototography Annual 2016.

For the reveal of the all-new RC and RC F we created a fold-out sheet to have a poster image of the new RC F. The cars featured were prototypes that were under embargo so we photographed the location with a stand-in and then shot the cars in studio. Sean Klingelhoefer created the images. The color cars on a B/W background was part of the campaign look which included a launch video. "#asphaltup" was the campaign signature.

This design was presented as an exploration for future Lexus.com. It featured a drawer function in the header that would accommodate multiple media types and crops. Typographically clean to express a sophisticated voice. Also integrated was a purchasing tool that was still in beta.

Before the launch of the LC, Lexus tasked Team One with photographing an early clay of this exciting new coupe. We were all amazed at the fidelity of this design with the original LF-LC design. Joe Carlson photographed the vehicle in his C2 studio. We created a flyer for the reveal event with these images.

In 2015 Lexus produced a line of all white with black rims and red and black interiors. He&Me shot the vehicles in LA and we created a flyer and online pages to promote the vehicles. The photo style was a merger of BW and color to create a graphic style suitable to the vehicles.

The launch of the new IS was a pivotal moment for Lexus. They had worked very hard to make this vehicle a legitimate competitor to the BMW 3 series. The car was developed exhaustively on the track to create a first class driving experience. They were very excited with their result.

With that insight, I pushed to shoot the vehicle on a track (something we hadn't really done with Lexus), and tout the vehicle's driving dynamics. 

Marcus Phillip Sauer shot the vehicle and we created a suite of sharp, distinctive images. The story and look was later picked up and used for video shoot, which later was cut in to a TV spot.

This GS launch was underlined by a new platform and powertrain that brought the GS in to a true sport sedan footing. We shot a series of car-to-car images and then did some background shooting with CGI cars.

Olaf Hauschultz shot everything and then created this crunchy look for the C2C look.

Since 2014, I had been the Creative Director for Lexus visualizers. I have worked with multiple vendors to create thousands of vehicle impressions. Those vehicles have been used as a primary source for digital advertising across all brand platforms. My team’s role was to do initial camera, lighting, color & finish, to then present to clients and address all comments by stakeholders. These assets have been used in everything from print ads to banner work and continue today to be a staple of Lexus advertising.

In 2018 Team One created TiltShift to garage and take over responsibilities for these assets. I guided this group with my team and was the primary creative to help them achieve results that befitted Lexus.

In 2005, Paul McCartney created the "US" tour and Lexus joined as a partner. The collaboration featured an RX Hybrid that was customized and then auctioned where proceeds went to charities designated by Paul. Team One was one of five entities asked to participate in the vehicle design. I was in turn given the assignment by my CD, Tommy Steele.

Tommy, with his 15 years as Creative Director at Capitol Records, provided the insight regarding Paul's signature instruments— the Hoffner Bass and Vox amp. We agreed to create a vehicle that would incorporate these elements. 

I did some initial studies and then we landed on the design featured. I created images and presentation and we submitted it for review. Then we won.

The kicker was that the vehicle needed to be featured in promotional materials before the actual vehicle was created. So we photographed a black RX with the feature wheels and then I illustrated the graphics on to the car myself. This was what was used on the transport and other ad materials.

This piece was created as an online virtual tour of the new GS. We created a space to feel like a high-tech design corridor. By animating the lights we were able to create motion and reflections in the scene and  the car, without the car moving. Rotor Studios in Sydney, Australia brought the idea to life.

Header design from the Pre-launch flyer campaign. Also created a Facebook drop down ad.

Art direction of the photography of the CT pre-launch. Uwe Breitkopf was the photographer.

This piece was initiated by a client request to do a “virtual tour” that could not be funded through traditional broadcast means. We were challenged to do something in CGI. Conceptually, I realized that we needed to keep the vehicle still and move camera and light to create a dynamic portrayal. Client and agency were very happy overall, and has served as a milestone moving forward.

We worked with Rotor Studios in Australia. I did an initial model for the structure in SketchUp which served to communicate the idea and possibilities of the space. It was then rebuilt and customized to suit the camera angles. Phil Glist wrote the script. This was in 2013.

For the launch of the HS, Lexus landed on the phrase of "Hello Someday" as the moniker of the campaign.  The HS was to be an expression of an urban luxury sedan for Lexus. A hybrid vehicle that focused on city utility for 4-5 passengers. The vehicle was difficult to portray from the standpoint of its shape. A long greenhouse and short hood made it feel much smaller than it was. Michael Schnabel helped us create a world where the vehicle felt aspirational yet current. Recom did the CGI cars and image finishing.

The launch of the 2002 SC was Lexus’ first convertible, employing a retractable hardtop. Our first peek at the car was in 1999 and somehow the assignment to capture and create the brochure for this vehicle fell in my lap. As we had very little information initially, somehow we landed on the idea of a ‘Siren’ and we began to form the story of the vehicle accordingly.

The opportunity was to create a more worldly brand by bringing the vehicle to the Amalfi Coast (home of the Siren) and framing it in this romantic, alluring landscape. (We later learned that this was where the vehicle designers came to get their inspiration for the vehicle design.)

“La Dolce Vita,” was of course Fellini’s ode to the Siren and we used it for inspiration for the vehicle story. Dexter Ford expertly wrote the story that combined the aspiration and execution of this new convertible.

Our photographers were Dominick Guillemot, Vic Huber, Martijn Oort, and Michael Ruppert. I’m not sure that any of us understood what we were creating, but the results seemed to speak for itself.

For the launch of this 3rd generation RX, I worked with Michael Schnabel to create a suite of images which were used in the brochure and other communications. The illustration was a personal exploration.

For Lexus’ Passionate Performances campaign I conceived of this idea of clarinet tailpipes on the SC. We executed this with Rocket Studios.

In 2005 Lexus partnered with Pebble Beach to create a special edition SC. The assignment was a small brochure and photography. I lucked out when I was able to create a campaign idea featuring a signed a lithograph illustration by the iconic Michael Swhab to commemorate “The Perfect Drive”. Smári Gunnarsson, now of Smári Organics, was the photographer.