LEXUS
INSTAGRAM HIJACK
GIFs that turn Instagram Stories and Reels into Lexus ads.
Car owners' Instagram Stories tend to look pretty similar—cars, selfies in cars, more cars. When we checked out what car brands were doing on Giphy, it all felt pretty boring.
So we came up with the Hijack. We created Lexus logo animations disguised as sticker packs and tagged each one with competitor names like Audi, BMW, and Mercedes.
When someone searched for those brands, our stickers popped up at the top of the results. People were so eager for good GIFs that they grabbed the cool artwork without noticing the Lexus branding. Overnight, Instagram Stories got flooded with Lexus ads.
My role: concept, art direction, copywriting, and creative direction.