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. 

In the first commercial, the Lexus was to be delivered in Santas train. They wanted the train to have a bit of a steampunk / art deco -  larger then life feel to it. Here is the first idea batch that I did.

They seemed to like nr 5, so we continued exploring in that direction..

But in the end, they still came back to liking that original nr 5, so we decided to keep as much of that as possible and just try to flesh the design out a bit.

We also needed to design the wagon, so I did a few sketches on that

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

I was also asked to do some more finished renderings of the wagon. (The horses were skipped in the final version)

For commercial 2, 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.

Here the Lexus was to be delivered by a teleporter from Santas workshop. I started off with producing loads of quick idea sketches. 

Did more suggestions and started refining some of them. They also wanted some suggestions for a controlpanel.

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

Fun project!