The concept was to create an exhilarating experience for all attending media, allowing them to “Experience Amazing” - the new tagline for the brand, over the course of an astonishing, action-packed day that included two global reveals.

Along the way, each participant - armed with a state-of-the-art Leica camera which allowed them to capture their own content - enjoyed an experiential journey, going ‘Through the Lens’ to create their own suite of assets under the tutelage of world class experts, with masterclasses by leading fashion, style and action image-makers, culminating in a multi-sensory exhibition that would showcase the breadth and excitement of the brand’s new tagline.

The media were chauffeured from their five-star hotel to the luxury ‘Lexus Mansion’, a modernist masterpiece with astonishing views across Biscayne Bay, for a breakfast made by an award-winning chef, before witnessing the global reveal of the Lexus Sport Yacht concept, piloted by Lexus Chief Branding Officer, Akio Toyoda.

Groups were relayed in helicopters to the Palm Beach International Raceway - transformed into a working film set, Top Gear style - to drive and film/ photograph sophisticated action sequences under the guidance of a leading F1 photographer.

Guests also joined a fashion shoot with cover star king Gavin Bond at the mansion, and a style shoot at the iconic Lincoln Road carpark with Hollywood photographer Greg Williams, using Leica cameras.

The day ended at the breath-taking Faena Forum, with an exhibition of their work and the reveal of the SKYJET spaceship model - created for the upcoming movie Valerian.

The event, although exceptionally logistically challenging, was delivered to schedule, with glowing feedback from market reps and media attendees. Alongside wider event amplification, the 49 attendees from 22 counties produced over 700 social posts and 200 pieces of coverage to date, with a current reach of 1,984,546,806.

Many titles recognised the extent of the brand’s shift in their coverage: the UK technology magazine, T3, wrote: “Lexus has been quick to realise that it’s no longer just about selling cars...but a taste for style and innovation, for which Through the Lens provided the best experience possible.”

The Australian lifestyle magazine, Executive Style, commented: “Lexus is moving so much beyond just a car brand; there’s the hover board, the relationship with the movie (Valerian), there’s the boat. It’s really exploded the brand out!” while US Playboy wrote: “It’s fascinating to see design language carried through from a boat, to a race car, to a spaceship. It’s remarkable.”

The strength of the assets generated a sense of excitement, helping to land key messaging to transform the media/ consumer perception of Lexus.