The script, written by the creatives at Team One, is a rather poetic tease that reveals the letter H as something mysterious, powerful and new. That letter H, previously unclaimed by carmakers, can then be connected with the fabulous promise of hybrid technology and, ultimately, to the Lexus brand.

The use of poetic language, literary references and mysterious premise seemed to call for simple, restrained, sophisticated typography that can be appreciated by the connoisseurs in the audience. More obvious and practically speaking, the car hadn’t been released yet, so there wasn’t any footage to be shown. However, even imagery that isn’t just the car, imagery of an abstract or metaphorical nature, would have taken the power away from the written word and the promise expressed in the script.

The majestic, stately sequence of words and sentences, of huge scale shifts and little typographic winks, was designed by Ludovic and hardly altered. The hardest thing to actually figure out with agency and client was the exaact amount of reflection in the Lexus logo.