— Adweek
Luxury + You Name it. The engineers who built the TLX aren’t just brainiacs in a lab, they’re also real race car drivers who love the thrill of driving and pushing machines to the limit. It’s no surprise then that when they forged the TLX, it would have a combination of attributes unlike any other sedan. Luxury, performance, technology, excitement and on and on. It’s just about everything awesome in one.
To express the multi-faceted nature of the TLX, we made a campaign all about juxtapositions, one that used countless bite size elements to sum up a driving machine that is 100% unexpected. These building blocks allowed for communication that easily adapted to whatever size, shape or speed was needed for whatever digital or social space it appeared in.
TLX - LOGIC + LUST | DIRECTORS: WILLIAM CAMPBELL & WILL JOHNSON
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TLX | WARP + SPEED
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— Campaign
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Ads that perform on any platform. We made our campaign as adaptive as the car at the center of it all. Shooting every frame both in portrait and landscape modes to maximize the viewing experience on the consumer's device of choice. And in the process, created a new technology be developing the world’s first vertically responsive pivot swivel algorithm. That’s a lot of words to do this:
Watch.
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The campaign covered it all. To keep up with the TLX, hundreds of assets where shot and curated. Each 30 second spot contains an average of 50 unique images.