In an effort to steer the Lexus brand in a more human direction, we uncovered an insight: The most amazing machines aren't inspired by machines, they're inspired by people. We ran with that idea and created a teaser campaign that asked questions to provoke viewer’s curiosity. We followed it up with an anthem film and long-form content that lived on Lexus.com.

All in all, we created a 60 anthem, 2x :30 second sustaining spots, 11x :15 teasers and over 20 minutes of long-form video content housed on lexus.com/curiosity