Lexus and Diego Boneta Explore Driving as an Artform in ‘The Art of Anticipation’

Lexus invites audiences to experience what it means to drive with purpose in the newest instalment of its ‘The Standard of Amazing’ series. ‘The Art of Anticipation’, starring Mexican actor Diego Boneta (‘Pretty Little Things’, ‘Rock of Ages’), moves beyond the mechanics of motion to highlight how the driver’s connection to the vehicle can inspire a deeper connection to their environment and themselves.

Following Blair Underwood’s turn in ‘Reaching a Higher Standard’, this new chapter builds on the campaign’s cinematic legacy. With Diego's reflective narration and presence, the film spotlights how a Lexus doesn’t just transport, it transforms experiences.

Helmed by director Per-Hampus and produced by LA-based production company JOJX in collaboration with Lexus’ agency Walton Isaacson, the film is a visual meditation on the feeling of the open road. Lush landscapes, windswept highways and luxury architecture evoke a sense of escape and personal luxury – reminding us that driving isn’t just about where you’re going, but how you feel getting there.

“This project was all about restraint, elegance, and emotion,” said director Per-Hampus. “We approached the car as more than a product—it became a metaphor for intention. The sound of the engine, the curve of the road, the air moving around you… every detail was designed to evoke a state of clarity and momentum.”

“Bringing ‘The Standard of Amazing’ to life marks a pivotal moment for Lexus,” said Ricardo Trejo, executive creative director at Walton Isaacson. “This work isn’t just about showcasing vehicles; it’s about igniting feeling – the thrill of the drive, the pride of ownership, the anticipation of what’s next.”

Lindsay Smelser, general manager of Lexus product and consumer marketing said, “Luxury is more than craftsmanship and refined performance; it’s about feeling something. For those who have not experienced the Lexus standard of amazing, our new spots share a glimpse of what it feels like to own a Lexus.”