Lexus & Sky Arts "The 60,000 Hour Story of Human Craft" by The & Partnership

Lexus has created a 54-minute documentary on the Japanese concept known as takumi to celebrate the brand's partnership with Sky Arts.

Based on the concept that a person is not considered a takumi master craftsperson until they have spent at least 60,000 hours refining their skills, the film follows the endeavours of Lexus staff as they strive for perfection in the brand’s models and designer-based initiatives.

The partnership launches today and runs across Sky Arts until 30 September 2022 with 15 and five-second cutdown versions of the documentary. It was written by Clay Jeter and Dave Bedwood, and directed by Clay Jeter. Media is handled by Msix.

Last May, Lexus launched an ad starring Olympic gold medalist and president of World Athletics Seb Coe, "The power of two".