LEXUS

CHASING LIGHT

The Ansel Adams Trust had never partnered with an automotive brand. Lexus changed that — and we built a campaign worthy of the legacy.

OVERVIEW

To showcase Lexus' SUV lineup, MotorTrend partnered with the Ansel Adams Trust to revisit some of the iconic locations where one of the greatest landscape photographers of all time created his most celebrated work — the first-ever automotive partnership approved by the Trust.

Just as Adams pushed the limits of photography, often trekking into rugged terrain to capture the perfect shot, Lexus blends cutting-edge technology, confidence, and luxury in its SUVs. That shared spirit of exploration and mastery made the partnership feel not just authentic, but inevitable.

Through video, photography, and editorial content, we invited audiences to rediscover Adams' world through a contemporary lens — positioning Lexus not just as a luxury brand, but as a true partner in exploration and creativity.

MY ROLE

Concept & Media Strategy
Proposal Development
Budget Allocation & Management
Cross-Team Collaboration with Programming, Production, Editorial, Social, Sales, Creative Services
Insights & Performance Optimization

CAMPAIGN DETAILS

Branded Content
Product Integration
Product & Feature Videos
Multi-Platform Distribution
Targeted Brand Media
Co-Branded Promotion
PR Outreach

BRANDED CONTENT

A cinematic video series retracing Ansel Adams' most iconic locations — shot in the landscapes that defined his legacy, with the Lexus SUV lineup as the vehicle of exploration.

VEHICLE FEATURE VIDEOS

To complement the hero content, a dedicated suite of model feature videos showcased the technology, capability, and luxury details that define the Lexus SUV lineup.

GALLERY

Each location was documented side by side — the original Ansel Adams photograph alongside a contemporary recreation, shot in the same light, and from the same vantage point.