Gentleman Scholar’s Ethereal Journey Reveals The Lexus LF-C2

In a spellbinding new video for Lexus, Gentleman Scholar weaves together a cinematic narrative revealing the automaker’s new concept vehicle, the LF-C2. An atmospheric piece, the video combines vast, epic landscapes with furtive cuts of light and shadow gliding along the LF-C2’s sleek contours, culminating in a stirring display of automotive design innovation.

Gentleman Scholar embraced the opportunity to partner with a design-driven brand such as Lexus. The mystique was an essential element of the story, and Gentleman Scholar pulled out all stops to get just the right energy. “We were thrilled to have so much freedom with this project, so we shot and created everything, hand-crafted all the imagery, and shot all the footage of the LF-C2,” says director William Campbell.

Not seeing the concept up until the very last minute pushed the team to stretch their imaginations, leaving them to dream up a majestically surreal world for the LF-C2 reveal. Using a combination of live-action car and location footage, matte painting, and CG, Gentleman Scholar was able to fashion expansive, dreamlike landscapes, featuring everything from stormy, moonlit seas and inky skies, to rolling, turbulent clouds and a misty eclipse. 

With its radiant glow, the latter illuminates the iconic brand’s shift into a new era of design ingenuity. Together, these moody, abstract scenes intersect with tightly composed shots of light and shadow, gradually building up to reveal Lexus’ newest concept vehicle and leaving viewers to ruminate on the exciting future of automotive design.