Lexus LS: Omotenashi brand story

What it is:

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 fudamental to Lexus’ ability to create truly amazing experiences.

In this story, we tell a narrative of the interconnected duality between those of service and those they serve.

What it entailed:
  • Concept Development
  • Full-scale video production