Our objective was to create a sales event TV commercial to get a younger target group interested in Lexus, who’s buyer demographic is aging. With this piece Lexus shows understanding of our times embracing both the beauty of the digital world and the humanity of their customers, the latter being Lexus brand belief.

We confidently crafted the game world to be as fascinating as possible, using the world’s most advanced real-time 3D creation tool Unreal Engine 5, knowing that no matter how exciting we make it, the feeling of driving our car is ultimately the better experience.

The world was built from the ground up using Unreal Engine. The concept for the city was a futuristic, gritty, cyberpunk, night time game world with lots of neon lights, grime on the streets, graffiti on the walls, steam from sewers (think Blade Runner).

The city blocks were built modularly with Kitbash, for ease in moving and developing the city. Gaming HUD UI, created in After effects. was added on top of first person perspective. The city then dwindled down to a sparse and barren desert, vast and open, with warmer, more magical early morning sunrise lighting.

The game characters, based on the live-action characters and also created in Unreal Engine, were designed to be cyberpunk- tough and futuristic, but with an appeal. The animators worked to soften the expressions and bring out the connection between the characters.