Razorfish Interns (3 interns)
Lead the team, created visuals
Our primary goal was to focus on aspects of the NSX that mde it unlike any other, and our second goal was to highlight aspects that had already trickled down to current Acura models, making it more applicable to general customers. After researching luxury itself, we noticed the definition has evolved a lot over the years. So, we decided to focus on the concept: "Reinvinting luxury." "
With this concept, we wanted to challenge consumers to question and analyze how they view luxury. By discovering the NSX, customers can discover a car that speaks to the future of the whole brand, and of a newly defined luxury. We focused on 4 ways Acura was reinvinting luxury: appearance, performance, quality, and technology, and created hashtags that can be used to promote them.