To launch the first-ever 2018 Lexus LC —a vehicle that signals a new era of Lexus performance and design—the brand has developed a comprehensive marketing campaign as powerful and innovative as the new flagship coupe. Originally a concept vehicle, Lexus stunned many when the LC debuted in 2016 as a production model that so closely echoed the design concept's dynamic styling. The fully integrated campaign illustrates unique stories of the luxury coupe, a vehicle that Lexus' Master Driver Akio Toyoda himself said was designed and engineered to be anything but boring. "The LC launch marks a significant moment for Lexus as we continue to showcase our new brand direction of 'Experience Amazing," said Cooper Ericksen, Lexus vice president of marketing.