Defy the odds with Lexus NX

Production company JOJX has produced an energetic spot entitled Defy, directed by Ace Norton and created with Walton Isaacson, as part of Lexus’s larger creative campaign to promote the new Lexus NX.

Defy is a Spanish-language film focused on the Hispanic audience, following a vibrant woman driving the Lexus NX through different obstacles on her way to the top. Norton crafted this piece to reflect the next chapter for Lexus as a bold, energetic, progressive, unmatched brand in the luxury car space. 

Defy joins the collection of TV spots for the new Lexus NX in a series called Hustle For What Matters, that will air during primetime sports, including the Winter Olympics, March Madness, and NBA games.

A native of Los Angeles, Norton says of the spot’s unique energy, “I keep an ever-growing list of places I see and keep my head on a swivel for streets and avenues, signs, buildings, and other landscape mile markers that I can use on film.” Norton’s unique eye for incorporating the environment into his films is reflected as the Lexus NX swerves out of traffic, through construction sites, into secret members only buildings, and up an unending spiral driveway of a parking structure to a rooftop concert.