Client: Borneo Motors Singapore 
Project: Experience Exceptional
Because the Lexus NX was engineered to lead – not follow. 
In 2018, an improved model of the Lexus NX was about to be launched in Singapore. With SUVs fast-gaining popularity at the time, we had to create a campaign that would cut through the clutter and remind drivers why the Lexus NX was still a cut about the rest. 
So, to show consumers that the Lexus NX defied conventions to be truly exceptional, we came up with a visual that depicted the SUV driving vertically, while leaving waves in its wake. And we paired this with a headline that summed up the exceptional Lexus NX – "It's not in our DNA to follow."
The campaign ran across various media in Singapore. 
Copywriter: Joanna Ortega
Art Director: Khoi Phan
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