Role:

Creative Director | Editor | Story DeveloperCreative Director | Editor | Story Developer

Brief

As part of a professional editing course in TV and Film Production, I was tasked with reimagining a previously released commercial. I chose the Lexus IS 500—a vehicle I personally own and love—to redesign the campaign with a fresh storyline, new music, and a tone more reflective of the real experience behind the wheel. The assignment was to bring technical editing, audio engineering, and storytelling together into a fully re-edited, emotionally engaging commercial.

Approach

This wasn’t just a class assignment—it was a passion project. I set out to communicate what it feels like to drive this luxury sport sedan: powerful, sleek, refined, and thrilling.Creative direction focused on:

• Honoring the brand’s legacy of elegance and performance

• Replacing the original audio with custom sound design and new music, inspired by Adidas’ cinematic ad style

• Rebuilding the narrative to show the dual nature of the Lexus IS 500—smooth and composed one moment, pulse-pounding the next

• Using my firsthand experience as a Lexus owner to shape a visually rich, emotionally grounded story

Obstacles & Challenges

• The greatest challenge was replacing the original music and dialogue while preserving the natural engine sounds and dynamic ambiance.

• I collaborated with peers and post-production experts to help overcome the audio layering difficulties, ensuring seamless transitions between new voiceovers, ambient noise, and the V8’s engine rumble.

• Maintaining brand integrity while transforming an existing piece required careful editing, tonal awareness, and technical precision.

Results

• Final video was presented on Vimeo to instructors and classmates, receiving overwhelming praise for its cinematic tone, strategic pacing, and emotional impact—even from non-car enthusiasts.

• Multiple viewers expressed excitement and curiosity about the Lexus IS, highlighting the effectiveness of the ad’s mood and message.

• The success of this project inspired me to pursue visual campaign work for real-world brands and opened doors to other storytelling experiments in automotive and commercial content.

Art Direction Highlights

• Developed the storyline and creative arc from scratch, balancing performance and luxury.

• Executed audio direction, pacing, and emotional beats to match the duality of the car—refined yet fierce.

• Injected the piece with authentic experience as a Lexus owner, making the visual storytelling personal and immersive.

• Stood out for transforming a branded commercial into something deeply experiential and emotionally compelling.

Tools & Software Used

• Editing Platforms: Avid Media Composer, Adobe Premiere Pro

• Sound Design: Adobe Audition

• Presentation: Vimeo