Lexus expands The Standard of Amazing series
Directed by Per-Hampus and produced by JOJX, the film starring Diego Boneta captures the visceral, wind-in-your-hair sensation of driving a Lexus, and how it inspires a higher way of living.
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Lexus invites audiences to experience what it means to drive with purpose in the newest installment of its The Standard of Amazing series.
The Art of Anticipation, starring Mexican actor Diego Boneta (Pretty Little Things, Rock of Ages), moves beyond the mechanics of motion to highlight how the driver’s connection to the vehicle can inspire a deeper connection to their environment and themselves.
Following Blair Underwood’s turn in Reaching a Higher Standard, this new chapter builds on the campaign’s cinematic legacy. With Boneta’s reflective narration and presence, the film spotlights how a Lexus doesn’t just transport, it transforms experiences.
Helmed by director Per-Hampus and produced by LA-based production company JOJX in collaboration with Lexus’ agency Walton Isaacson, the film is a visual meditation on the feeling of the open road. Lush landscapes, windswept highways and luxury architecture evoke a sense of escape and personal luxury, reminding us that driving isn’t just about where you’re going, but how you feel getting there.
Credits
View on- Agency Walton Isaacson/Los Angeles
- Production Company JOJX
- Director Per-Hampus Stalhandske
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Credits
View on- Agency Walton Isaacson/Los Angeles
- Production Company JOJX
- Director Per-Hampus Stalhandske
- Editing Rock Paper Scissors
- VFX Parliament VFX
- Color Company 3/Los Angeles
- Audio Input Studios
- Executive Creative Director Ricardo Trejo
- Creative Director Diori Thomas
- Creative Director Humberto Belli
- Associate Creative Director Andrea Loza
- Senior Copywriter Allie Lyke
- Associate Creative Director Fernando Diaz Morlet
- Art Director George Villeta
- Senior Producer Elsa Rubalcava
- Producer Tina Kubon
- Copywriter Chris Davis
- Executive Producer Jackson Morton
- Executive Producer Joe Care
- Executive Producer Sevasti Buford
- Producer Martha Davis
- Producer Natalie Leon
- DP Jeff Cronenweth
- Editor Damion Clayton
- VFX Supervisor Tim Rudgard
- Executive Producer Will Jellicorse
- Colorist Jean-Clement Soret
- Audio Mixer Gonzalo Ugarteche
- Music Supervisor Nick Haussling
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Walton Isaacson/Los Angeles
- Production Company JOJX
- Director Per-Hampus Stalhandske
- Editing Rock Paper Scissors
- VFX Parliament VFX
- Color Company 3/Los Angeles
- Audio Input Studios
- Executive Creative Director Ricardo Trejo
- Creative Director Diori Thomas
- Creative Director Humberto Belli
- Associate Creative Director Andrea Loza
- Senior Copywriter Allie Lyke
- Associate Creative Director Fernando Diaz Morlet
- Art Director George Villeta
- Senior Producer Elsa Rubalcava
- Producer Tina Kubon
- Copywriter Chris Davis
- Executive Producer Jackson Morton
- Executive Producer Joe Care
- Executive Producer Sevasti Buford
- Producer Martha Davis
- Producer Natalie Leon
- DP Jeff Cronenweth
- Editor Damion Clayton
- VFX Supervisor Tim Rudgard
- Executive Producer Will Jellicorse
- Colorist Jean-Clement Soret
- Audio Mixer Gonzalo Ugarteche
- Music Supervisor Nick Haussling
“This project was all about restraint, elegance, and emotion,” says director Per-Hampus. “We approached the car as more than a product, it became a metaphor for intention. The sound of the engine, the curve of the road, the air moving around you… every detail was designed to evoke a state of clarity and momentum.”
“Bringing ‘The Standard of Amazing’ to life marks a pivotal moment for Lexus,” says Ricardo Trejo, Executive Creative Director at Walton Isaacson. “This work isn’t just about showcasing vehicles; it’s about igniting feeling, the thrill of the drive, the pride of ownership, the anticipation of what’s next.”
Lindsay Smelser, General Manager of Lexus Product and Consumer Marketing says, “Luxury is more than craftsmanship and refined performance; it’s about feeling something. For those who have not experienced the Lexus standard of amazing, our new spots share a glimpse of what it feels like to own a Lexus.”
