Envisioning the Future of Lexus.com Through Motion
Creating the pitch film that brought HUGE's proposed Lexus.com redesign to life.
Company: HUGE
Client: Lexus
Role: Motion Designer
Year: 2013
Expertise: Interaction Design • Motion Design • Brand Storytelling
Context
HUGE developed a new design direction for Lexus.com and created a film to present the vision to Lexus.
I created all motion design for the film, including product interaction behaviors for key moments across navigation, vehicle browsing, and customization.
Challenge
The challenge was to transform static design comps into a cohesive product vision that combined Lexus's premium brand character with fluid interaction and an immersive shopping experience.
Brand Storytelling
Using imagery and video selected from Lexus's existing content, I combined cinematic transitions, animation, and music to create a premium, immersive presentation of the proposed experience.
Navigation and Interaction
I designed motion and interaction behaviors including sticky navigation, scroll-away headers, and responsive content reveals, connecting browsing states and demonstrating how the visual designs could behave as a fluid digital experience.
Shopping Experience
I designed transitions for browsing, comparing, and customizing Lexus vehicles, showing how users could move naturally between exploration and personalization.
Complete Product Vision
The complete film brought interaction behavior, motion, and Lexus brand expression together into a single vision for the proposed Lexus.com experience.
Impact
The film transformed static design comps into a motion-driven product vision, demonstrating how the proposed Lexus.com experience could feel in use.