Legacy Exotics - Luxury Auotmobile Rental
Las Vegas is often seen as spectacle and a sensory overload: Lights, gambling, speed, excess.
But beneath that surface is something quieter and more exhilarating like a night drive through the desert, the silence between engines, the feeling of being alone on an open road with something powerful in your hands. When Legacy Exotics needed a new campaign, I wanted to stray 180 degrees away from what was expected, and what the others were doing.
The Contains Humanity Philosophy In Practice
For Legacy Exotics, the goal was not to create a polished commercial. It was to capture an experience. An imperfect, human perspective.
Frames that feel like they were pulled from someone’s phone gallery rather than staged under studio lights. Moments where thrill meets stillness and the city fades into the horizon. For a start-up brand, it was more important to feel authentic than overly produced.
The cars themselves became characters. Each one has a story from the customization to even their delivery and place of origin. In my initial research, I realized the owners of the car cherished them, even giving each a name. The concept was a marvel of human engineering set against the unknown — machine meeting machine, not in conflict, but in mutual acknowledgment. A pause. A shared respect between what we built and what we don’t yet understand.
This project was about reminding viewers that even in a city known for noise and spectacle, there are powerful moments of intimacy, wonder, and reflection. Through my research, Las Vegas has a history of lights before the strip. Those lights were in the sky, countless stories and encounters added to the creation of this campaign.
Contains Humanity is not about adding emotion where it doesn’t belong. It’s about revealing the emotion that already exists, revealed in a manner that translates to the masses.