Immersive audio experience for the launch of the Lexus LC 500 luxury sport coupe, which boasts an engine roar that the most exclusive sports cars in the world would be proud to own—and one certainly unexpected for Lexus, a brand whose cars are known for luxury and the silence that usually accompanies.

To sway the impressions of the enthusiast community, we designed an immersive sound surround experience of the LC500 tearing around a track and invited guests to guess the car brand of the vehicle they just heard.

Even the savviest enthusiast was hard pressed to identify the car as a Lexus, raising awareness and elevating the brand in their eyes.

I provided Art Direction and User Experience design for the digital touchpoints—the kiosk, tablet, and mobile experiences.