Lexus - HUB
Bringing Lexus’ ‘Experience Amazing’ vision to life with a dynamic, motion-driven digital platform that showcases innovation, craftsmanship, and design excellence.
2020
LEXUS
CREATIVE DIRECTION
DESIGN INNOVATION
IMMERSIVE EXPERIENCES
LEXUS
FIVE & DONE
YYZ
Lexus HUB was designed to unify the many expressions of the brand into a cohesive, immersive digital experience. More than just a showcase, it served as a central platform where users could explore Lexus’ commitment to innovation, craftsmanship, and design excellence. From groundbreaking new vehicles to exclusive collaborations, Lexus HUB highlighted how the brand partners with world-renowned artists and supports emerging talent across industries like film, fashion, and architecture.
My role was to help translate Lexus’ "Experience Amazing" vision into a dynamic, visually engaging digital experience. Motion played a crucial role in bringing the platform to life, ensuring that every interaction felt fluid and immersive. Through prototyping animations and transitions in After Effects, I streamlined the approval process while also providing developers with a clear breakdown of how animations should function.
The result was an elegant, interactive destination that reinforced Lexus’ dedication to design and innovation. By blending sleek UI, motion design, and thoughtful storytelling, Lexus HUB became a compelling platform that not only informed but inspired, reflecting the brand’s relentless pursuit of excellence.
2025
GARCIA PORTFOLIO
CREATIVE DIRECTOR
Toronto-based creative director specializing in digital experiences, motion, and interactive design. I bring a hands-on approach to crafting innovative, high-impact work for global brands and agencies, pushing the boundaries of creativity and technology.
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