Luxury campaigns took a dramatic twist in 2018, with cinematic experiences dominating brand communications. In the spring, Tiffany & Co.’s, musical-inspired short featuring actress Elle Fanning and rapper A$AP Ferg positioned the brand towards Millennial audiences, while in the autumn, Lexus brought together man and machine with Driven by Intuition, the first luxury campaign written by AI and directed by Oscar-winning director Kevin Macdonald.