Announcement

Lexus and AKQA launch, Built for Every Kind of Wonder, an AI-crafted film

AKQA in partnership with Lexus, the global luxury automotive brand, unveiled their latest digital creative for the winter season, Built for Every Kind of Wonder. The hero holiday film blends emotional storytelling with the next frontier of AI-enabled creativity, using intelligent production to maximise efficiencies and push innovation, but not at the sacrifice of craft – creating a fantastical world where the Lexus brand amplifies the warmth, wonder, and imagination that tis’ the season.

Conceptualised, crafted, and produced by AKQA from start to finish, the film brings together story, art direction, generative AI asset creation, image-to-video production, and more to create a seamless winter world. Leveraging WPP Open and AKQA’s Virtual Studio, a next-generation content engine that fuses cinematic craft with smart production technology, AKQA, in close partnership with Lexus, transformed the creative vision into an AI-crafted holiday experience, blending human creativity and intelligent technology in harmony in the process. The film will live on all of Lexus’ owned digital and social channels throughout EMEA.

A dark SUV drives through snowy terrain, kicking up snow, with tall, snow-covered mountains and a dramatic sky in the background.

At the heart of the digital story is a hero film: a surreal, magical winter journey that transports viewers through mountain hikes, frozen lakes, fresh powder, and glowing seasonal wonders. Each moment grows increasingly enchanted. Frost that glimmers, landscapes that subtly shift, tiny sparks of holiday magic, all unfolding from inside a Lexus gliding through a quiet winter night.

The story ends with a reveal: every extraordinary adventure has taken place inside a snow globe held by a child travelling with their family in a real Lexus. A reminder that the season’s magic lives in the moments we create and share. Built for every kind of wonder.

Close-up of a car roof with skis attached, covered in a light layer of snow, as snow falls against a blurred wintry background.

A dark gray SUV with a roof box drives through a snowy, rural landscape. Snow-covered trees and fields surround the road, and the sky is cloudy with soft sunlight.

Brand and Communications Manager Lexus Rudy Boeman said: “We challenged AKQA to explore an AI film for our winter promotions and everyone has been blown away by the quality and craft of what they delivered. The film does a fantastic job of playing to the strengths of AI to create a magical world that aligns perfectly with our Built for Every Kind of Wonder, positioning. We’re already looking forward to our next project together.”

Creative Director AKQA Jakob Mark adds: “This work reflects AKQA’s belief that intelligent technology, when guided by strong vision, opens new dimensions for storytelling and creativity. It was only enabled further by our present collaboration and the incredible trust our partners at Lexus have put in us to push the boundaries further.”