LEXUS x HARRI HELIÖVAARA
LEXUS
Background
Lexus is a proud sponsor of the ATP Tour in tennis. To bring awareness to the partnership, Lexus Finland partnered with local tennis professional Harri Heliövaara. The brief was simple – to connect Harri and Lexus’ flagship SUV, the RX, in a visually striking way.
Rather than simply showing the athlete posing with the car, we wanted to bring forward both the athelete’s and the brand’s exquisite pursuit of perfection and attention to detail. A minimalistic campaign was born that strips out everything unnecessary, and pairs them up as a doubles dream team – perfect for Lexus’ tag line ‘Experience Amazing’.
My role in the project:
❋ Creative Concept
The first thing I noticed with the car’s front grill was how it resembled a tennis net. The grill being one of the stand out features on the car, a photo of Harri smashing the ball behind the grill, became our key visual. The second key visual focuses on the entirety of the car, and places Harri behind the car, like a tennis doubles team would stand while serving.
❋ art direction
I wanted to really bring out the form of the car, and do something that car advertises don’t often do – show the product in black and white. This way all extra noise was cut out, and the focus would be on the shapes and the shades of the car. I also added a passe-partout for added premium aesthetic, and to stand out from other car/sponsorship advertising.
