Lexus defines the standard of amazing
Lexus and Team One set new luxury bar with brand platform The Standard of Amazing.
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In a world constantly chasing the next algorithm, upgrade or AI breakthrough, the emotional experience is often left behind.
One brand isn’t just bridging that gap, they’re holding themselves to a higher standard: that technology should move people, not just forward, but deeply and meaningfully.
Lexus, in partnership with longtime agency partner Team One, has launched a new brand platform: The Standard of Amazing. Building on its legacy of technical precision The Pursuit of Perfection and emotional resonance Experience Amazing, Lexus now sets an even higher benchmark, where every innovation must deliver not just performance, but an unmistakable emotional response. That means every detail, from the frequency of an engine note to the tension of a dial, is engineered to connect with the human behind the wheel.
Credits
View on- Agency Team One/Los Angeles
- Production Company Reset
- Director Johan Renck
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Credits
View on- Agency Team One/Los Angeles
- Production Company Reset
- Director Johan Renck
- Editing Whitehouse Post/Los Angeles
- VFX Parliament VFX
- Color Company 3/Los Angeles
- Music Barking Owl
- Chief Executive Officer Julie Michael
- Chief Creative Officer Chris Graves
- Executive Creative Director Amanda Abrams
- Executive Creative Director Mark Koelfgen
- Executive Creative Director Kathy Hepinstall Parks
- Executive Creative Director Jason Stinsmuehlen
- Creative Director Adam Bright
- Music Supervisor Neil Cleary
- Executive Producer Sascha Peuckert
- Producer Maya Roberts
- Executive Producer Laura Macauley
- Head of Production Jen Bilec
- Producer Kevin Comer
- Production Designer Elliott Hostetter
- DP Darren Lew
- Editor Charlie Harvey
- Producer Katrina Kuss
- Executive Producer Joanna Manning
- Colorist Jean-Clement Soret
- Executive Producer Ellora Soret
- Producer Edwin Elkington
- Producer Tarjas White
- Creative Director Johanna Cranitch
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Team One/Los Angeles
- Production Company Reset
- Director Johan Renck
- Editing Whitehouse Post/Los Angeles
- VFX Parliament VFX
- Color Company 3/Los Angeles
- Music Barking Owl
- Chief Executive Officer Julie Michael
- Chief Creative Officer Chris Graves
- Executive Creative Director Amanda Abrams
- Executive Creative Director Mark Koelfgen
- Executive Creative Director Kathy Hepinstall Parks
- Executive Creative Director Jason Stinsmuehlen
- Creative Director Adam Bright
- Music Supervisor Neil Cleary
- Executive Producer Sascha Peuckert
- Producer Maya Roberts
- Executive Producer Laura Macauley
- Head of Production Jen Bilec
- Producer Kevin Comer
- Production Designer Elliott Hostetter
- DP Darren Lew
- Editor Charlie Harvey
- Producer Katrina Kuss
- Executive Producer Joanna Manning
- Colorist Jean-Clement Soret
- Executive Producer Ellora Soret
- Producer Edwin Elkington
- Producer Tarjas White
- Creative Director Johanna Cranitch
“The Standard of Amazing is a modern distillation of Lexus’ brand philosophy aimed at the next generation of luxury buyers, those who seek both cutting-edge advancements and a deeper sense of meaning in what they drive,” said Chris Graves, Chief Creative Officer, Team One. “By re-establishing the driver at the centre, Lexus is ensuring that innovation doesn’t come at the cost of emotional connection.”
The new platform has launched with a cinematic :30 film No Such Thing, and is supported by a refined visual identity across marquee print titles, and large-scale OOH placements in LA, NY, Chicago, and Miami rolling out through the summer. It’s a bold reminder that for Lexus, amazing isn’t just a feeling–it’s a standard.
