Lexus sponsored New York Fashion Week for the first time ever in Fall 2015. We partnered with renown NYC artist, Shantell Martin, to draw live across an entire wall at the entrance as guests arrived. For social content, she transformed a Lexus RCF into moving art. The entire process came to life for Lexus social followers as photos and videos were added in real time. This Lexus #DesignDisrupted initiative was a major success, resulting media coverage across dozens of fashion news outlets and blogs.
Additionally, we launched the Lexus Lifestyle Pinterest account to coincide with the momentous occasion, posting behind the scenes photos throughout the event.
Team One, 2015