Lexus’ ongoing mission to reinvent and refine the concept of modern luxury was explored through this LGBTQ influencer program. Participants were selected from fields that reflect the automaker’s core demographics, with the aim of building meaningful socio-cultural connections between Lexus and targeted segments of the wider gay community. Project collaborators, which included a politician, an activist, a poet and a sibling photography team, were asked to share insights on how they define luxury. The series of 3-minute films covered a broad range of topics and were showcased across Lexus’ social media channels. The videos were also promoted by each subject, inviting tens of thousands of additional fans and followers to join the conversation.