Trending PR Campaigns
Lexus Form Cars by MSCHF
Lexus commissioned MSCHF to turn an RZ 450e into a continuous loop and an RX 450h+ into a corkscrewed sculpture. Shown beside unaltered SUVs in New York during Armory Week, the deliberately undriveable “Form Cars” gave the brand an unexpected art-world story rather than another vehicle launch.
Why it worked: It hijacked Armory Week with a brand-funded “impossible object” reveal, contrasting drivable models beside undriveable sculptures to force visual, newsworthy tension.
The lesson: Consider staging a functional-vs-broken version reveal during a cultural tentpole, inviting instant side-by-side photos that crystallize your point.
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