Lexus
AI Journey
Every aspect of the Lexus ES is completely in tune with its driver. So for the launch, we needed a film equally as reactive as the car. We created the world’s first AI emotion-driven video experience that responds to how you feel in real time, inspired by the car that does the same.
The experience featured a unique AI technology that uses the camera on the viewer’s device to read and analyse facial expressions. As the viewer engages with the AI, depending on their perceived emotional state, the ad responded with visual and musical content changes.
Each “scan point” along the storyline triggered a different edit, combining campaign material and hand-selected footage approved by a panel of psychologists. There was a total of 3,125 possible content combinations.
Stressed
Happy
Surprised
Calm