Lexus and AKQA unveil Energy That Drives You On, an AI-crafted film

AKQA, in partnership with Lexus, unveiled Energy That Drives You On a fully AI-crafted campaign for the Lexus UX F-Sport hybrid and fully electric UX 300e. Developed end-to-end by AKQA, the hero film represents the next evolution in brand storytelling, where imagination and intelligent systems converge to produce cinematic craft at scale.

Following the success of Built for Every Kind of Wonder, Lexus and AKQA captures the electrified energy, distinctive design and emotional drive of the UX, translating performance into a dynamic visual narrative designed to resonate with a new generation of urban explorers.

Set within a fully AI-crafted universe, the film follows the vehicle as it moves seamlessly from serene countryside landscapes to dynamic city streets. As it travels, its presence ignites a ripple of contagious energy that transforms the environment. Architecture subtly shifts. Light responds. Flowers erupt in city parks. Fish glimmer beneath river surfaces. Branching light spreads through forests. The world feels charged by the UX itself, a visual metaphor for electric performance and emotional propulsion.

The film culminates as the UX arrives at an outdoor charging station at sunset. In a quiet, anticipatory moment, the narrative pauses, suggesting that the next adventure is already waiting to begin, reinforcing the campaign’s central idea: energy is not just power, it is possibility.

Created entirely through AKQA’s Virtual Studio solution, a next generation content engine that blends cinematic quality with innovation technology, the campaign represents a new model of production. From concept development and AI-driven world-building to asset creation and market delivery, every stage was powered by intelligent workflows integrated through WPP Open. This blend of human creativity and intelligent systems enabled cinematic storytelling while delivering unprecedented efficiency and scalability.

Brand and Communications Manager Lexus Rudy Boeman said: “Following on from the huge success of our initial AI winter film, AKQA have delivered another exceptional AI-crafted film for the UX. The pioneering use of generative AI is a game-changer, yielding a production that is both visually stunning and strategically efficient. This campaign captures the essence of Lexus’ innovation spirit while speaking directly to audiences who expect luxury to be both personal and progressive.”

Creative Director AKQA Jakob Mark added: “This campaign demonstrates what’s possible when craft and AI are designed to work as one system. Virtual Studio allowed us to build an immersive world where every frame responds to the vehicle’s energy. It is not about replacing creativity. It is about expanding what creativity can do. For Lexus, that meant delivering emotional depth, precision and cinematic quality at a new scale.”