LUNAR NEW YEAR - LARRY CHEN + LEXUS

WORLD FAMOUS CAR INFLUENCER LARRY CHEN HELPS LEXUS CELEBRATE LUNAR NEW YEAR

How can Lexus celebrate the Lunar New Year with its Chinese fans? Working with agency IW Group I hired Larry Chen and worked with him to create a ‘Gold and Red’ photography series. What started as a small social post became a national series that every Lexus dealer used along with the NBA. The client has asked to re-create this each following year for multiple cultural festivals.

ROLE: PRODUCER/TALENT MANAGER/ CREATIVE DIRECTOR

LARRY TOOK THE CARS TO A SPECIAL AREA TO PHOTOGRAPH THEM IN DOWNTOWN LA LATE AT NIGHT - WE ONLY HAD A FEW HOURS!

CANON LOVED THE WORK SO MUCH THEY ASKED FOR A BEHIND THE SCENES VIDEO THAT SHOWCASED THE TECHNIQUE AND THE LEXUS - YAHOO FREE PRESS!

LARRY POSTED SOME IMAGES TO HIS MILLIONS OF FOLLOWERS AND THE WORK WAS FEATURED IN A PARTNERSHIP WITH THE NBA!

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