The new UX is one of the most significant launches ever for Lexus Europe. The car has been designed to appeal to an urban audience who love expanding their horizons and seeking out new opportunities. They’re redefining fluid living, whether it’s choosing to freelance in new industries or looking for unique cultural experiences, and they carefully select brands that reflect their progressive lifestyles.

Our collaborator and protagonist, Elsa Bleda, is incredibly relevant and aspirational for the audience: famous for her unique urban photography and known to live a ‘life in constant motion’. The campaign positions the UX Self-Charging Hybrid as a car that enables you do more of the things you love and make the most of your passions, as we see it on a 24-hour journey of discovery.

Perfectly crafted for our audience’s modern life, the car keeps going to allow you to make the most of every moment.

The new Lexus UX is designed for people who live in the city and love discovering new ideas and places. Elsa Bleda is a photographer who embodies this spirit. She is both the co-creator and the lead in the film for the new Lexus UX. Our film is about a photographer in search of something. A place, an experience, a person, a moment. But we never know exactly what she is searching for. We never see it. This is the drama, suspense and intrigue. The UX enables Elsa on her journey, from sunrise to sunrise, as she drives through the city in search of moments which convey a sense of possibility. In the end it’s left for the viewer to decide what it was Elsa was searching for. It’s clear that Elsa is someone who sees the world differently, and will keep on searching for new horizons.