LEXUS LS OMOTENASHI

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LEXUS LS OMOTENASH

Omotenashi means anticipating and addressing needs before they arise. It is empathy in action: it is about an unsurpassed commitment and attention to your guests’ needs, a desire to ensure they enjoy an experience like no other. It is equally applicable in service as it is in design and, therefore, is fundamental to Lexus’ ability to create truly amazing experiences — whether that is at the dealership, in the vehicle, on their website or somewhere else.

HOME / WORK / LEXUS: LS OMOTENASHI

WE TO TELL A STORY ABOUT THE INTERCONNECTED DUALITY BETWEEN THOSE OF SERVICE AND THOSE THEY SERVE.

The two most important days of your life are the day you were born and the day you find out why.

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HOME / WORK / LEXUS: LS OMOTENASHI

YUNA

Yuna is an elite athlete. She has dedicated her life to achieving greatness in the sport of fencing. It is with great vigor and tireless training over the course of many years which has allowed her to reach her goals. However, she does not rest on her laurels. She continues her quest to build on her accomplishments. And with a macro sense of understanding, she knows that she can only dare to be great because of the people that allow her the freedom to do so..

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HOME / WORK / LEXUS: LS OMOTENASHI

HARUTO

Haruto, a chauffer, is a man born to serve. While his calm, instinct-like anticipation of his guest’s needs while on the job are an obvious sign, it’s at a closer look, when at home with family or alone, in which we see that service is hard coded in his DNA. His attention to detail, as expressed in his hobbies, the order he keeps and the way he holds himself accountable to perfection, is a dead give away – Haruto was built for this.

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HOME / WORK / LEXUS: LS OMOTENASHI

THE STORY

We follow Haruto on the job as he drives Yuna to and from her daily sparing and training. He anticipates her needs in a way that’s second nature. And while it’s easy to overlook her subtle appreciation, the fruits of Haruto’s labor lie in his complete understanding of his role and Yuna’s need for it. It becomes clear that their relationship is symbiotic – and more importantly, one of purpose. Yet… does Haruto even exist or is he the physical manifestation of omotenashi? Is he the car?

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