I was fortunate enough to work on Lexus during an interesting transition for the brand. We began to reconsider the vehicle-centric approach expected of luxury auto brands, and create more lifestyle-centric communications. I helped bring this to life through above-the-line TV campaigns, new design templates and establishing a new roster of lifestyle/fashion photographers. It was such a rewarding challenge and allowed us to depart from the old, over-retouched imagery typical of the time and move toward more relatable, authentic and emotional customer experiences.