DAY & NIGHT
All agencies are judged by the work they produce. In the 25+ years of our existence, we've created award-winning and effective work for our clients in all mediums and channels. Use the filters to explore and find work that you can judge us by.
NYFW PARTNERSHIP WITH JEREMY SCOTT
LEXUS PARTNERED WITH FASHION DESIGNER JEREMY SCOTT TO CREATE A FLEET THAT DROVE NOT JUST PASSENGERS, BUT ALSO AWARENESS.
NYFW PARTNERSHIP WITH JEREMY SCOTTView Example
Alongside the glitz and glamour, the reality of Fashion Week means attendees struggling to maneuver their way from one show to the next. Team One helped Lexus do more than merely offer transportation. To maintain relevance and live up to its Fashion Week mantra, “Design Disrupted,” Lexus partnered with unconventional fashion designer Jeremy Scott. Together, they created an innovative way of showcasing the highlights of his collection to the general public—wrapping his standout prints of the season on Lexus’ best-selling vehicle, the all-new 2016 RX.
SCOUT® SIXTY LAUNCH
THE BIKE THAT STARTED COUNTLESS LEGENDS IS THE ONE YOU RIDE TO START YOUR OWN
SCOUT® SIXTY LAUNCHWatch Case Study Video
Be legendary. That wasn’t just our tagline; it was our brief for launching the latest in a long line of Indian Motorcycles—the Scout Sixty. Our task was to create a bridge that passed the mantle from the Scout’s heroic past to its trailblazing present. And your legendary future. Our solution was a high-speed timeline celebrating some of the most famous Scouts in history. To generate hype for the Scout Sixty launch at the Progressive International Motorcycle Show in Long Beach, we used our fleet of legendary Scouts to create a week-long countdown of imagery and teaser videos on Facebook and Instagram. This integrated campaign used the Scout story to remind riders that every legend needs a starting line. Yours included.
TIME.COM MEDIA PARTNERSHIP
LIVESTREAMING AN ASTRONAUT’S SAFE RETURN HOME FROM SPACE OFFERS A COMPELLING WAY TO FOCUS ON SAFETY HERE ON EARTH.
TIME.COM MEDIA PARTNERSHIPWatch Case Study Video
Getting people home safely is something Lexus does every day. Team One partnered with TIME’s documentary series A Year in Space to bring this idea to life in a compelling media event focused on one of the biggest homecomings in recent years–an astronaut’s safe return to Earth after a record-breaking 340 days in space. A beautiful web film featuring footage from historic space homecomings was made exclusively for the partnership to kick off the livestream. Positioning the Lexus RX as “the official luxury crossover of getting home safe,” the film creates a strong emotional connection to the advanced safety features of the RX, while also making Lexus a part of this cultural moment.
DECEMBER TO REMEMBER SALES EVENT
LEXUS CELEBRATES CHILDHOOD WHIMSY BY PUTTING HOLIDAY MAGIC (AND THE CREATIVITY OF PARENTS) AT THE FOREFRONT OF ITS HOLIDAY CAMPAIGN
DECEMBER TO REMEMBER SALES EVENTWatch Case Study Video
For the 15th year of their annual “December to Remember Sales Event,” Lexus and Team One created an integrated marketing campaign that built on the approach of telling children fanciful stories of how the family’s new Lexus arrived. The first spot, “Snow Globe,” shows Santa Claus masterfully placing a tiny bow on the roof of a miniature Lexus inside a snow globe. The magic continued with “Racetrack,” which transported viewers to the North Pole, where a penguin set a toy IS into motion and on its way home for the holidays. The campaign also came to life spectacularly in the windows of Barneys New York and Beverly Hills. There, three crystal-encrusted penguins perched atop 3D-printed scale models of jewel-encrusted Lexus IS, GS F and RC F models, raced around a translucent track. And in addition to specially designed promotions in its stores, Barneys offered an exclusive, limited-edition Lexus RC F remote-control car.
Memories in Six
Animating real guests’ experiences which demonstrate legendary service.
Memories in Six
Ernest Hemingway is reported to have said that any great story can be told in six words. Taking this as a challenge, The Ritz-Carlton and Team One created “Memories in Six,” a series of videos featuring stories from guests, brought to life using a variety of animation styles.
An extension of the brand’s Let Us Stay With You® campaign, these animated videos celebrate genuine acts of kindness and consideration so surprising that they were remembered long after the hotel stay ended. These experiences were created around the world by the Ladies and Gentlemen of The Ritz-Carlton, a group empowered and encouraged to use their creativity to go above and beyond what even those guests accustomed to luxury hotels have come to expect.
“Telescope” masterfully animates the story of an ingenious marriage proposal made possible by the Ladies and Gentlemen of The Ritz-Carlton near Manhattan’s Central Park. “Ballerina” uses cut-paper animation to tell the story of how The Ritz-Carlton fostered one little girl’s love of dance at its hotel in Tenerife, Spain. Finally, “Camera” replicates watercolor brushstrokes to animate a story from Muscat, Oman, where two intrepid Ritz-Carlton Gentlemen free dove to successfully rescue a guest’s camera, lost at sea.
Stunning proof that virtual reality isn’t a gimmick, but a credible filmmaking technology.
More evidence of Lexus taking an innovative approach to everything they do, the film Lexus Elevate is an immersive, 360-degree film experience that uses the Samsung Gear VR + Samsung Galaxy S6 to reveal what inspires pro cyclist Christian Vande Velde to love the sport of cycling. Through a striking visual narrative shot in the mountains of Malibu, Lexus Elevate allows viewers to experience, from a unique perspective, how it feels to train and ride like Christian Vande Velde. In addition, by using groundbreaking technology and camerawork that is unprecedented in VR cinema, we created an unforgettably visceral perspective on the intensity of cycling.
- Digital Hollywood: Best in Storytelling in Advertising & Film Promotion - VR-AR-Immersive
- FWA: Adobe Cutting Edge of the Week
- FWA: Mobile of the Day
- FWA: Site of the Day
- Graphis Advertising 2016: Gold
- Lurzer International Archive Feature
Facebook 1000 to 1
There’s targeting. Then there’s blanketing. “Facebook 1000 to 1” was a series of highly targeted and relevant video ads created for Lexus on Facebook. 1,076, actually, but who’s counting?
Facebook 1000 to 1View Example
The first step in being persuasive is being relevant. And thanks to Facebook, we know more about our customers than ever before. To show how the NX delivers utility without sacrificing style, we used Facebook data in a way no brand ever had. Facebook’s unparalleled ability to target by individual interest and affinity let us segment the Lexus NX target by demographic details, interests, geographical location and vehicle affinity. Team One worked closely with Facebook to hone in on users’ specific interests so that we could create messaging for them that wasn’t just relevant, but hyper-relevant.
The next step? Creating 1,076 unique ads that reached millions of people in a way that mattered specifically to them. While the results looked effortless, pulling it off took an unforgiving mix of hard work, technical ingenuity, flexibility and strategy. In the end, we had a campaign that was highly engaging for consumers and both efficient and effective for Lexus. Where’s the “like” button for that?
- Adweek Media Plan of the Year: Best Use of Data
- AME Award: Silver
- ECHO Awards: Silver
- Facebook Creative Award: Bronze
- World Luxury Award: Gold
IN THE NAME OF REAL
In the Name of Real celebrates the real pleasure that comes from real ice cream—the only kind Häagen-Dazs makes. With real ingredients that linger in your mind long after they've left your lips.
IN THE NAME OF REALWatch Case Study Video
With “In the Name of Real,” Team One took Häagen-Dazs’ international creative to an ever richer, more sensual place. Our strategy honed in on a feeling that can only come from real ice cream, made with real ingredients. To find it, we use all our senses, and go to whatever lengths are necessary. And who better to bring this idea to life than Bradley Cooper, a talented international star who personifies “real.”
To launch 2K's Evolve game, Team One created an evocative cinematic preview that won Gold for Best Product Announcement at the Game of Marketing Awards.
How do you get people excited about a game they can’t play yet? While you may not be able to give them the game, you can certainly give them the feeling. It started with a logo that captures the character of 2K’s title: Evolve. Team One designed a mark that used four squares and a rectangle equal in size to the squares, separated by a “V” which also means versus. This was an amazing way to express that in the game, four players work together to hunt a giant monster, and it was a design so unexpected that it earned multiple feature articles on gaming sites.
The next step was a cinematic preview as intense as the game. At its core, Evolve is an intense game of hide-and-seek. Set on an alien planet in the distant future, the trailer “Happy Hunting” shows gamers stalking their prey in adrenaline-pumping four-against-one matches, and highlights the various weapons and characters that players may be able to choose from in the game.To build anticipation even more, Team One created the gaming industry’s first-ever downloadable 3-D printable characters, giving users another way to interact with their favorite Evolve characters. The 3-D renderings can also be used as a 360-degree turntable of the characters on the Evolve website. With our help, Evolve quickly became the most successful launch in 2K history.
- Game Marketing Award: Gold
How a supermodel-inspired racetrack earned Lexus its first Cannes Lion for Mobile.
There’s no better way to reach young males than the Sports Illustrated swimsuit issue AKA the Super Bowl of print. Which also means it’s hardly a secret. So we gave Lexus much more than a print ad. First, an iPhone game let players race on a track shaped like supermodel Tori Praver. To make the idea even more experiential, we actually built the racetrack in the real world for professionals to race on. Next came an app called Supermodeled, which lets you add Tori to any photo. Beyond being shared and talked about, these ideas helped launch the Lexus GS from 11th to 3rd in its category.
- Cannes Lion: Silver
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