The brief was to communicate one of the many ‘minor’ features on the Lexus IS250. These features, like traction control, rear-view camera and keyless entry, are often overlooked when creating a selling proposition. To illustrate keyless entry, we worked with the following insight: when fumbling through a handbag for your keys, the inside of that bag can often feel like a surreal universe where certain things are familiar and others seem completely alien. We wanted to create that sense of vastness and chaos, an endless, bizarre universe where keys seem to disappear.
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