The Lexus IS exudes countless qualities. Print DM was the communicative medium. But sometimes words come out of the hyperbolic spin cycle bereft of meaning. Photography? Sure. But sleek and sexy is so normalised thanks to the daily bombardment. Digital integration elevated concept. Add a smartphone into the mix and we could give an experiential flicker of the driving experience.

















One of the shining lights of the IS is the instrument cluster and combination meter. Turning on the ignition triggers an animated display. We recreated the sequence on video and linked it to URL. All peeps had to do was enter the URL into their smartphone, place the phone on the blank space on the dashboard in the print visual and start the virtual ignition on the phone. Touch triggered a torrent of test drive requests.