AKQA and Lexus unveil AI-driven film at Cannes

Set during a European summer, The Summers We Keep follows a series of journeys inspired by keepsakes and personal memories collected over time

AKQA and Lexus have launched The Summers We Keep, the third film in their storytelling series exploring how emerging technologies can support creative production while maintaining high standards of craft and storytelling.

The film was presented at the Cannes Lions International Festival of Creativity as part of a discussion hosted by Google DeepMind and WPP, where representatives from Lexus and AKQA examined the role of predictive intelligence, AI-powered workflows and human creativity in content production.

Film explores memories and seasonal experiences

Set during a European summer, The Summers We Keep follows a series of journeys inspired by keepsakes and personal memories collected over time. The Lexus LBX features throughout the narrative as both a mode of transport and a setting for experiences that shape lasting memories.

The project was selected by Google DeepMind as part of its Impossible Ad initiative, which highlights examples of how artificial intelligence can be applied to creative projects while maintaining human involvement throughout the process.

The film completes a trilogy that began with Built for Every Kind of Wonder and continued with Energy That Drives You On. Across the series, Lexus and AKQA have explored how technology can support storytelling while preserving creativity and emotional engagement.

Cultural intelligence informed creative development

According to AKQA, the project began with audience and cultural insights generated through the agency’s proprietary Cultural Intelligence platform.

The system was used to identify emerging trends and behaviours expected to influence how people across Europe experience and discuss summer. These insights helped shape the film’s narrative, visual style and creative direction before production began.

The platform also informed details including locations, environments, activities and objects featured throughout the film, with the aim of increasing cultural relevance for audiences across the region.

AI integrated into production workflow

The production was developed through AKQA’s Virtual Studio, which combines traditional filmmaking techniques with AI-supported workflows and creative tools.

Google’s next-generation AI models were integrated into the production process through the Virtual Studio pipeline, while T&P contributed strategic input through its Life Happens in My LBX brand positioning work, which helped shape the creative brief.

The project was designed to demonstrate how predictive insights, AI technologies and creative expertise can work together to support large-scale content production while maintaining consistency and quality across multiple audience touchpoints.

Rudy Boeman, Brand and Communications Manager, Lexus: "The Summers We Keep reflects Lexus' commitment to creating meaningful connections through storytelling that both engages our audiences emotionally and resonates with emerging cultural trends. Working with AKQA, we have continued to explore new creative approaches that allow us to maintain the highest standards of craft while adapting content for audiences across Europe. The result is a film that captures the spirit of the season and demonstrates how innovation can help bring exceptional stories to life at scale."

Jakob Mark, Creative Director, AKQA: "With Lexus, we've had the opportunity to continuously evolve how we create stories. This film demonstrates that we can work with fore-front innovation, and don't sacrifice on craft. By combining Cultural Intelligence and partnering with Google using their newest technology through our Virtual Studio workflows, we can understand what will resonate before we begin creating, then bring those stories to life with the same level of care, creativity and craftsmanship that defines everything we do. In telling great stories, technology should be transparent and simply enable full creative freedom."