The launch of the 2002 SC was Lexus’ first convertible, employing a retractable hardtop. Our first peek at the car was in 1999 and somehow the assignment to capture and create the brochure for this vehicle fell in my lap. As we had very little information initially, somehow we landed on the idea of a ‘Siren’ and we began to form the story of the vehicle accordingly.

The opportunity was to create a more worldly brand by bringing the vehicle to the Amalfi Coast (home of the Siren) and framing it in this romantic, alluring landscape. (We later learned that this was where the vehicle designers came to get their inspiration for the vehicle design.)

“La Dolce Vita,” was of course Fellini’s ode to the Siren and we used it for inspiration for the vehicle story. Dexter Ford expertly wrote the story that combined the aspiration and execution of this new convertible.

Our photographers were Dominick Guillemot, Vic Huber, Martijn Oort, and Michael Ruppert. I’m not sure that any of us understood what we were creating, but the results seemed to speak for itself.