What is Hybrid?

Lexus Europe

Turning complexity into simplicity

What is hybrid? The very question implies the consumer confusion that exists around the different types of hybrid technology available today. As a leading pioneer of this technology, Lexus sought to simplify their own unique hybrid system for their consumer in a short film.

Keen to approach the concept in a people friendly way, and avoid the slick CG renders and technical jargon atypical to the automotive industry, our film for Lexus seeks to distil core concepts of the full hybrid system into to an accessible, consumer-facing narrative.

A simple sketch bursts into life and the hybrid story begins, becoming a smooth, informative journey that implies the uninterrupted drive of the Lexus Hybrid through a seamless blend of live action, 3D animation, and a "back to basics" hand drawn style.