To promote the launch of Lexus's "F" brand that's attached to the automaker's new IS F line, ATTIK developed a digital campaign which begins with a microsite that vaguely explains the meaning of F yet immerses the visitor in the IS F product nevertheless.
Perhaps seeking reinvention, Lexus's slogan on the site states that "F is everything you thought we weren't." Featuring a sportier, heftier look, the IS F sedan and its interiors and exteriors are highlighted aplenty thanks to ATTIK's sleek animation and visual effects. Visitors can view galleries, scope closer looks and descriptions of various technologies including vehicle dynamics management and two-stage intake systems as well as examine in-depth the car's sleek design attributes. Additionally, one can virtually customize the color of their own IS F and give it a 360 spin to view their creation.