Working with PR agency Skinny, Miles was challenged to find an artist to support the launch of the Lexus CT 200h Hybrid.
The artist would feature in a series of short form videos featuring creative personalities driving the car around their neighborhood in the US.
Working closely with management, Bill Silva, Miles identified new artist Christina Perri, securing an agreement and ensuring the content pieces were shot and delivered on schedule.
For management the campaign strategically aligned with the up coming release of Christina’s first single.
The content was well received by consumers via YouTube and used in Lexus dealerships to drive trial.
The campaign also delivered great exposure for Christina, whose debut single ‘Jar of Hearts’ hit the top of the US iTunes chart and reached #5 in the UK.