Chasing the Northern Lights

Design and execute an immersive automotive media experience that authentically spotlights the Lexus GX 550's capability and luxury while generating significant earned media impact.

We concepted and executed a five-day "Chasing the Northern Lights" #ExperienceAmazing adventure through Yoho, Kootenay, and Banff National Parks — immersing top-tier media and influencers in the story of the new Lexus GX 550. The program showcased our expertise in storytelling and media experience design, by highlighting adventure, capability, and luxury while adapting to the unpredictable spectacle of the aurora borealis. Each day was crafted to highlight the GX 550’s power, precision, and comfort through curated drives, glacier hikes, sunrise cold plunges, and nighttime photography under the Northern skies. By turning every moment into a content opportunity, we positioned the GX 550 as the ultimate companion for exploration and reinforced our ability to create elevated, content-driven automotive experiences that resonate with media and consumers alike.