The RC F marked a pivotal launch for Lexus. As the brand’s first volume performance coupe, it was engineered from the asphalt up, proving Lexus was serious about speed. With nearly 70% of its parts being unique, this wasn’t just an upgraded RC—it was a ground-up performance machine.

The copy and visuals needed to match the car’s aggressive spirit. Ditching the traditional, floaty luxury language, every word was designed to evoke the raw exhilaration of unleashing 467 horsepower from its 5.0-liter V8. This was Lexus, redefined—and ready to outperform.