CONTENT DEVELOPMENT
Client: L/STUDIO for Lexus
Studio: Imaginary Forces

ROLE: Creative Strategist / Writer

When L/Studio and Lexus were launching their new online channel, we were invited to pitch show ideas — this was an ideal opportunity to create compelling content with a great client.

THE CHALLENGE: Develop original series for a new streaming channel from Lexus focused on a lifestyle brand experience — not cars.

THE APPROACH: I was involved from the very beginning in concept development, crafting the pitch, writing treatments, researching our subjects, and writing scripts. We focused on topics around design. Three of our series concepts were selected for production, one of which was called Lines, in which we dove deep into the everyday objects we might not pay attention to, but that each holds a fascinating story.

Included here is a montage of all the films, as well The Desk, The Parking Structure, and The High Heel.

A montage of the LINES series.

The Desk (2006) In collaboration with Intelligent Life Productions, Team One, and Lexus, we bring you Lines, a web series on the new online network lstudio.com. Lines consists of mini-documentaries, running five to seven minutes in length, highlighting the beauty and importance of the architecture in everyday objects, and details how the design and structure of these objects affect and reflect our lifestyles. These objects range from parking structures to high heel shoes. In this first episode "The Desk," we talked to experts Alice Twemlow, Eric Abrahamson, Massimo Vignelli, David Miller, Kurt Andersen, Søren Kjær, Alfred Stadler, Jennifer Lai, and Ben Bajorek and creates an historical and relevant film about the relationship between the worker and the desk and how this reflects on personality and habits. Director: Mark Gardner Producers: Abby Okin, Anita Olan Associate Director: Joey Salim Editor: Luciano Tapia Featuring: Alice Twemlow Eric Abrahamson Massimo Vignelli David Miller Kurt Andersen Søren Kjær Alfred Stadler Jennifer Lai Ben Bajorek Production Manager: Emily Branham Directors of Photography: Eric Robbins, Michael Falasco Researchers/Talent Coordinators: Jessica Fairbanks, Sonia Dulay Motion Graphics: Luciano Tapia, Andrew Chung, Joey Salim Composer/Sound Designer: Aaron Trinder Additional Photography: Joey Salim Produced by Intelligent Life Productions, Inc. and Imaginary Forces

I have always been particularly fascinated by parking structures so developing this one was a special joy for me.

The Parking Structure (2006) Director: Mark Gardner Producers: Abby Okin, Anita Olan Associate Director: Joey Salim Editor: Luciano Tapia Featuring: Simon Henley Shannon S. McDonald David Edlestein Iain Sinclair Stella Betts David Leven Simon Sellars Joe Englot Timothy Haahs Production Manager: Emily Branham Directors of Photography: Malcolm Hadley, Eric Robbins, Michael Falasco Researchers/Talent Coordinators: Jessica Fairbanks, Sonia Dulay Motion Graphics: Luciano Tapia, Andrew Chung, Joey Salim Composer/Sound Designer: Aaron Trinder Additional Photography: Joey Salim, Mathew Cozza Produced by Intelligent Life Productions, Inc. and Imaginary Forces