Lexus
RC-F AR

Digital

From the Asphalt Up


Automotive brands often develop performance vehicles by bolting performance onto a pre-existing model rather than designing it into the vehicle’s sole purpose.

With the RC-F, Lexus took a more authentic and committed approach by building an entirely new vehicle platform dedicated to achieving one thing: performance.

We created a car configurator in AR that emerges FROM THE ASPHALT UP.