Lexus x GAWX
Sustain

As part of Lexus’ Sustain 2025 campaign, the brand partnered with visual artist and content creator GAWX to tell a story about movement, memory, and connection, not just to the road, but to the moments we collect along the way.

The project takes the form of a fictional road trip through California’s diverse landscapes, where GAWX travels in the Lexus GX 550, documenting the journey through photographs, sketches, and handwritten reflections compiled into a personal scrapbook. The result is a film that feels intimate and reflective, while still delivering the scale, performance, and presence expected from a Lexus vehicle.

The Idea

The GX 550 isn’t treated as a product, it’s treated as a character. Throughout the journey, the vehicle becomes a silent companion, present in every chapter of the story, sometimes leading the frame, sometimes quietly existing in the background, but always essential to the experience.

By framing the road trip as a memory-making exercise, the film connects Lexus’ sustainability narrative to longevity, intention, and the idea of preserving what matters, moments, places, and stories.

Creative Approach

Staying true to GAWX’s signature style, the film is narrated through a reflective voiceover, offering personal thoughts and observations as the journey unfolds. This calm, introspective narration contrasts with an energetic visual pace, creating a dynamic rhythm that keeps the piece emotionally grounded while visually engaging.

The GX 550 is showcased across a wide range of environments, highways, open landscapes, and natural terrain reinforcing its versatility and presence. Rather than constant hero shots, the car moves fluidly between foreground and background, reinforcing its role as a living, breathing part of the journey rather than a static object.

My Role

As Creative Director, I led the project from inception through concept development, including:

• Concept creation:
  Developed the core narrative framework of the fictional road trip and scrapbook storytelling device.

• Talent strategy:
  Identified and proposed GAWX as the ideal collaborator, based on his visual language, storytelling sensibility, and ability to blend art with lifestyle content.

• Creative direction:
  Defined the tone, pacing, and visual philosophy of the film, ensuring alignment between Lexus’ brand values and GAWX’s authentic creative voice.

• Brand integration:
  Oversaw how the GX 550 was woven into the story as an emotional and narrative presence, rather than a traditional product feature.