How do you inspire the next generation of car buyers that Lexus is a progressive, high-style brand? First, meet them where they are, Tumblr. Second, instead of giving them a car-focused Tumblr, give them a fashion Tumblr brought to them by a car company. This blog helped Lexus join the fashion conversation, turned heads within the fashion community on Tumblr, won a Shorty for best Tumblr campaign (and was a finalist for Tumblr of the year), and led to my transition from creative agency side to being hired by Tumblr.