Lexus ES Launch

Copywriter – Launch Campaign

The Lexus ES had a reputation: loved by drivers, overlooked by tastemakers. It wasn’t the flashiest Lexus—but it was the brand’s sleeper hit. Our job? Make it matter again.

We repositioned the ES not as a compromise, but as a quiet flex. Confident. Capable. Understated, but never unnoticed. Through a blend of sleek visuals, smarter-than-you-think scripts, and unexpected moments of wit, we gave the ES a little edge, something it hadn’t had in a while.

From launch films to retail assets, we wrapped the whole thing in a tone that said: if you know, you know.

Big picture: We made Lexus’s trickiest car to sell feel like its best-kept secret.