Art Of Food
Lexus ES
Solution
with cultural relevance.
Each episode reflected how sensory experiences whether through art, gastronomy, or driving can elevate the everyday. Lexus ES was framed as a masterpiece of engineering with cultural relevance.
7.8M
Impressions via social and Discovery US Hispanic's channels.
Global use
Internal demand led Lexus International to request global use.
7.8M
Positioned the ES model as emotionally resonant and culturally significant.
Background
Lexus wanted to shift perceptions of its ESmodel among U.S. Hispanics, standing outin a competitive sedan market by tying design precision to emotional value.
Approach
We created a web series exploring the intersection of art, food, and engineering through the lens of artist Nicola Costantino, who drove the Lexus ES through L.A. while creating immersive experiences.
