LEXUS GS MILLION MILE

When making the 2013 GS, Lexus tested it over a million miles. Our challenge was to bring the sense of that relentlessness and attention to detail.

go long or go home

PROJECT OVERVIEW

a million mile journey

The 2013 GS was tested over a million miles. We created a spot that illustrated the incredible time and distance it took to truly test a car of a million miles.

WEB EXPERIENCE

probably the widest page on the internet

To tell this story we created the Million Mile Test Drive. A photographic journal that felt like a million miles long, each screen tells a unique story of the relentless refinement the car was put under. From finishes to the fuel efficiency, the experience uses photography to express the spirit behind every mile.

THE SCREENS

attention to detail is an understatement

Every feature was brought to life with bespoke photography that was at the heart of its spirit taking you on a visual journey behind the millions of miles of testing that went into the new Lexus GS. Here are some of my favourite screens.

the only stat that matters for an experience like this

1,417,290

UNIQUE VIEWS

THE RESULTS

Viewers immersed themselves for much greater periods of time than previously experienced and so far and I'm sure there were more stats, but i thought this one was pretty impressive considering it didn't really have a car in it.