The concept of luxury was changing fast and the growth of Lexus was starting to stall. Our task was to reinvigorate the brand by bringing new meaning to the luxury market of tomorrow. We redefined luxury as being driven by experience, rather than being about the acquisition of objects. We then built a vision and blueprint for how Lexus could prosper in the era of experiential luxury. Together, we created a strategy that embraced the traditional values of the hospitality culture of Japan. We combined the idea of “omotenashi,” which means "anticipation," with the imaginative and edgy culture of design and innovation that was starting to bubble up in the Lexus culture but had, until now, been obscured by the more mainstream energy of the brand.
Secret had a new tagline—All Strength, No Sweat—and needed help showing the world they owned it while making a cultural impact at the same time.
As a swimwear start-up with a bold vision of inclusive beauty, but little money, Chromat motivated us to confront the clichés of beauty with an uncompromising new set of “Pool Rules.”
VitaminWater was a runaway, but niche success. With big ambitions, our idea was to change its image from “health drink” to an alternative to “big soda.” To do that, we challenged people not to just try something different but to be different and celebrate it.
Everyone talks about wellness but for some reason, it’s not part of the conversation surrounding periods. We changed this with Kali’s new “Bring Wellness Full Cycle” campaign.