The Lexus ad broke advertising ground in that it is a sequential cross-platform advertisement. A user who sees a sequence of the ad on a device in the morning (a tablet, for example) might see a different portion of the ad later that evening on an Xbox.
Additionally, the Lexus ad was designed to show off different experiences through an interactive video treatment shot on Go Pro cameras. This advertisement allows users to experience extreme athletes' perspectives while cliff jumping, stunt driving, and sky diving.
See the ad experience here.
As lead PM on this project, I negotiated the initial schedule, features, and design with an internal design team, and then oversaw its development through a PM who managed the day-to-day development scrums for this 6-week project.