Lexus

Lexus has always been about more than the car. It’s about what it represents in people’s lives. For many Asian American families, that means something deeper. Progress. Stability. A way of showing care without saying it out loud.

In a lot of Asian American communities, that meaning is layered. It can represent progress, family, or a quiet way of showing care across generations. The work focused on telling those stories in a way that felt specific and honest. Not broad cultural cues, but real moments people recognize.

Across campaigns, I helped shape ideas that balanced craft with cultural nuance. Some of the more recent work utilizes AI tools like Midjourney, Runway and Dall-E, extending visual language and production in ways that allow ideas to scale while maintaining craft.

Lexus AI

Lexus GX Launch for Asian American Audience

For the launch of the Lexus GX, we told two culturally distinct stories—each redefining what it means to move forward. In “Escape,” a group of friends push through a high-stakes challenge and find their way out together, turning pressure into release. In “Cards,” a father shapes his family’s future through quiet, intentional gestures rooted in care and tradition.

Two stories, two cultural perspectives—both revealing that the GX isn’t just built to go anywhere, but to carry what matters most along the way.

Lexus NX - Gaming Culture

Lexus TX

For the launch of the Lexus TX, we focused on what it means to move together.

Built for a new generation of modern families, the campaign explores how connection shows up across cultures. In the Asian Indian story, a family comes together in the lead-up to a wedding, where every moment, every role, and every seat carries meaning. In the East Asian story, a tight-knit group moves like a VVIP entourage, where each person plays a distinct role, turning the journey into something cinematic and shared.

Different perspectives, same idea. The TX is designed so everyone has a place, and every seat feels like it matters.

Asian History Month Sizzle Video

For Asian History Month, we created a piece that celebrates the many ways the community shows up. A collective of Asian creators, artists, and influencers to bring their perspectives to Lexus. Bringing their work together into a single piece, capturing a range of voices, styles, and stories that reflect the depth and evolution of the community.

My Role

I worked across these campaigns in a hybrid Creative Director and Art Director role, shaping ideas from concept through execution. My involvement spanned early concepting, narrative development, and hands-on creation, including editing, building out AI-driven assets, and refining cultural nuance across each piece. From working with creators to crafting campaign systems, I helped ensure the work felt both strategically grounded and culturally specific.