In 2008, Lexus knew it was critical that it find a way to expand its audience beyond the baby boomers who had built the brand. They took a bold step—acting less like a car company and more like a movie studio. The result was L/Studio, a branded entertainment Web channel featuring content created by the artists and celebrities young consumers love and follow. L/Studio has been described as “The HBO of the Internet,” luring talent like Meryl Streep, Julia Louis-Dreyfuss and Tom Hanks, while racking up awards and accolades from the Webby Awards to Fast Company.
While the inception of this project pre dates my time at Team One. We moved the needle on content production, talent and hosting strategy during my oversight of all things digital. For the new site that was launched in 2015 we took a social first approach and built a fully responsive experience around the Tumblr API, using it's native publishing tools as our CMS. This allowed us to reach a social audience from day one and enabled us to craft a destination worthy of the Lexus brand.
We created hundreds of gif's, quotes, photos, and videos to breathe new life into the original content and relaunched to premiere the second season of Hudson Valley Ballers, starring SNL writers Paula Pell and James Anderson.
Digiday, Best Brand Content Platform