Since 2008, L/Studio has been making Lexus videos. But they’re probably not the Lexus videos you might initially think of, you know, like videos with cars in them.

How do you showcase Lexus’s adaptive headlights, which move as you move, on a medium as static as a billboard?

Lexus marketing recently launched a campaign that makes people think a billboard actually knows what they’re thinking.

Lexus has been developing a program called Lexus Difference, with the big difference being at the point of sale, at the dealership, where many have been intimidated before.