The Super Bowl Was Never the Plan.

Lexus Super Bowl Commercial XLIX

/ The Story

The best Super Bowl campaigns don't always start on television.

We created a social-first concept featuring legendary R.C. drifter Yutaka (Drift44 Japan), using a 1/10-scale Lexus RC F to showcase precision performance in an unexpected way. After earning more than 800,000 views in just two days, the work caught the attention of Lexus leadership and evolved into a national Big Game commercial.

The campaign ultimately drove a 1,800% increase in KBB vehicle searches, making the Lexus RC F the most searched vehicle advertised during the Super Bowl.

Drifting: Drift44 & Samuel Hubinette

/ The Role

Art Direction · Creative Concepting · Social Content · Production Direction · Video Direction