Driving Innovation


Brand Activation - Content - Experiential

Driving innovation to a whole new level



Known for their sleek, well-designed luxury cars and commitment to top-tier service, Lexus is always searching for ways to stand out in the crowd. Lexus wanted to do something that spoke to their target demographic—affluent young adults aged 25-39—which research showed were tech savvy, stylish and always connected.



To launch the Lexus CT 200h hybrid, the first of its kind in the region, we wanted to design an experience as innovative as the technologies found within the car. IMOSION Creative proposed an innovative outdoor advertising experience designed for maximum impact, both online and off. Using the latest projection mapping techniques, we created an on-ground brand activation in key urban districts areas in Dubai and Abu Dhabi. Inspired by the dynamic energy found in the car, we created the activation concept ‘Show your energy”, which involved a 3D projection show using vibrant visuals and special effects in addition to a light painting experience, where guests could participate in showing their energy. Guests were given Blue (representative of eco mode) and Red (Representative of Sport Mode) light objects to create their very own light painting. Creations were uploaded to social media where users were able to download and share with their friends.


This unique pop up activation captivated foot traffic in these urban districts with mesmerizing 3D projection shows which drew people in and kept them engaged with light painting and vehicle walk arounds. Over 300 guests were signed up for test drives on the spot.




Guest light paintings created


Test Drive Signups