Lexus Plus is a different way to purchase an automobile, designed to transform the traditionally painful wheeling and dealing into a simplified and enjoyable customer experience. To promote the service, Team One needed a different type of photographer, one with a background in storytelling and an ability to create an image that’s both aspirational and authentic. So they brought in Shaun Fenn.
“It was a natural fit because that's what we do. This experience isn’t about the cars; it’s about the people who buy the cars. Our space is really human stories and emotions so to do that with a car buying experience was a really exciting exercise,” said Shaun.
It was the first time that Shaun worked with both Team One and Lexus. Shaun collaborated with the creative team to bring their ideas to life and create aspirational imagery.
“My projects always tend to require a lot of creative team work. The idea is already defined, but when we get together on set, it’s a team effort to bring it to life,” said Shaun.
The project required a considerable number of assets covering the entire car buying experience, from initial contact to technology and sales to service. The assets are used across the Lexus Plus marketing channels, from the website and social media to marketing collateral and print advertising.
“One of the challenges of shooting today is that you’re not shooting for a single vertical page, you’re shooting for several different placements—horizontal, vertical, square, digital, print, billboard. The challenge is delivering an image that’s not only usable in a variety of settings, but also a beautiful, composed layout,” said Shaun.
It takes a lot of people to bring together a large production like Lexus Plus, cars and models and a lot of moving parts, and Shaun attributes the success of the project to his team. "We’ve worked together long enough that we are a well oiled machine."