Hold tight
Hi, I am Lucas Hirata. A creative director crafting ideas in Los Angeles
L E X U S

2012 WINNER PITCH

Evoking a premium brand

I participate in a pitch to create the site that would reinvigorate Lexus’ brand. The answer was a streamlined interface that allowed luxurious imagery and key model information to shine. Considering the fact that people don’t buy cars online (yet), I decided to design the car configurator section using a highly immersive photographic experience. The idea was to make people be in love during the exploration phase. Using storiesand videos to reinforce the craftsmanship, technology and power of their cars also is a good strategy to highlight the level of sophistication of Lexus’ products. The work won the pitch. The new website design followed most of the directions established by my proposal.

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