Lexington, KY
The All-New NX is a 30-second automotive spot created for Lexus of Lexington to introduce the redesigned Lexus NX through a distinctly local dealer campaign. The film puts the vehicle first: sculpted exterior lines, premium interior details and a controlled showroom presentation communicate the model’s character quickly and clearly.
The finished piece balances national-brand polish with the directness required of a regional dealership campaign, giving Lexus of Lexington a concise asset for broadcast and digital use.
RAPT handled creative development, production and post-production. During pre-production, the team revised the estimate to work within the dealership’s budget while preserving the original concept and placing even greater emphasis on the NX itself.
The production used deliberate automotive lighting, composed detail coverage and smooth camera movement to make the vehicle feel dimensional inside the showroom. Editorial pacing and the final Lexus of Lexington lockup keep the 30-second spot focused on a single message without losing a cinematic finish.
