I was hired by Mirada Studios to do a big amount of preproduction idea sketches for the annual Lexus christmas commercials. There were going to be three different commercials, and they were going to have a bit of a fantastical fantasy theme, showing how the Lexus car gets delivered to you.

 

CONCEPT ART - Christmas train


In the first commercial, the Lexus was to be delivered in santa's train. They wanted the train to have a bit of a steampunk / art deco - larger then life feel to it. 

First page of explorations.

We also needed to design the wagon.

Trying different shapes based on nr 5 from the left page.

Here is what we finally settled for, together with some caboose and empty platform sections.

In the end, they came back to liking the nr 5 suggestion on the first page, so we decided to keep as much of that as possible and try to flesh out the design a bit.

Wagon explorations.

Here are some painted versions of the wagon.

Painted wagon.

CONCEPT ART - MAGIC BOX


For the magic box commercial they wanted Santa to deliver the car in this tiny box that would unfold and slowly build up into a car with a bit of a game of thrones feel to the transformation. I provided just a few quick idea sketches that were later further developed by a production artist. 

CONCEPT ART - Santa's Teleporter


Here the lexus was to be delivered by a teleport from Santa's workshop. I started off with producing loads of quick idea sketches. 

Did more suggestions and started refining some of them.

More variations, and they also wanted some suggestions for a controlpanel.

And what finally made it into the commercial was a variation of nr 1 you see here.