Soul of a Machine: Lexus LC 500 & Black Panther

There are partnerships that make sense, and then there are those opportunities where you can seize a once-in-a-lifetime cultural phenomenon and set out to redefine a brand. To launch the Lexus LC 500, we partnered with Marvel's Black Panther to create a holistic campaign that consisted of a co-branded TV spot, collateral, special events and an interactive graphic novel. Everything was connected via a campaign portal and the roll-out coincided with the release of the Black Panther film on Feb 16, 2018. Oh yeah, we also created a separate Super Bowl spot (click link to view), that aired right before the film's release date, to launch the all-new Lexus LS 500 and remind everyone who is king.