Two spots that capture authentic depictions of everyday life for an Asian American woman and her father, as well as for an Indian American cricket player – who just happens to be a star here in the U.S. – recently broke on targeted media. Created by the LA multicultural agency IW Group, they were directed by Federico Mazzarisi of Quriosity Productions and mark the second collaboration between the director and the agency for Lexus this year. “Colors” (see it below or here) opens with an Asian American woman and her father as they unload flowers from her Lexus RX 350h while the voiceover talks about how every generation needs space to grow. Next, we see her sketching blooms on her tablet before the pair is off again, heading for an art installation titled “Generations.” On the way, we see the Lexus RX in motion and featuring its technology and performance. The spot ends with father and daughter standing before an immersive floral display splashed across a screen that fills the frame. In “Across the Line” (see it below or here), acclaimed U.S. cricket star Saurabh Netravalkar is seen heading for a neighborhood youth cricket match in his Lexus RX 500h while the voiceover talks about “performing at the highest levels.” He arrives just in time to toss a ball to a young female player and asks whether she used the technique he taught her.  Both spots feature stylish depictions of the Lexus RX, along with touches that reinforce the cultural honesty of the work. Mazzarisi says the biggest challenge in executing the project was logistics. “When shooting two full creative... Read More