Lexus and music videos have long gone hand in hand, with top artists using the brand to elevate their visual storytelling. But that level of access is out of reach for emerging talent.

With this in mind, Lexus saw an opportunity to connect with a younger generation (Gen Z) shaping culture, before they’re in-market for luxury vehicles. Instead of marketing to them, Lexus taped into music culture by helping elevate the craft of rising musicians.

We launched “Featuring Lexus,” a platform where Canadian artists could have creative control, production support, and access to vehicles—tools typically reserved for global superstars.

As the platform grows, a curated footage library ensures creators can tap into premium Lexus visuals while maintaining the brand’s standard of craft—inviting a new generation to create on their terms, with Lexus.

GROUP CD Ryan Speziale & Mike Albrecht
Copywriter Shelagh Moore