Lexus launched its first TikTok campaign in Norway, aiming to make its premium cars more accessible to a younger audience through affordable leasing options. To connect with the 18-30 age group, we produced four dynamic videos featuring a group of friends enjoying road trips in a Lexus—driving to beaches, cruising late at night, and having fun in the car while lip-syncing and listening to music. We casted the friend group and also directed these four videos. The campaign successfully showcased Lexus as a brand that combines luxury with affordability, resonating with a younger demographic and positioning leasing as an attractive option for them.