Lexus has launched a new campaign called “Performance, Crafted to the Extreme,” starring the Lexus LC 500, RC F and GS F. The campaign focuses on the the craftsmanship from Takumi masters and the quality of their craft to produce the highest quality results possible. The painstaking process includes taking an hour to stitch a single shift knob. Within the Miyata Lexus Plant in Kyushi Japan of the 7,700 workers there are only 19 Takumi.

Former Formula Drift champion, Rhys Millen gets behind the wheel in each commercial spot to showcase the exhilaration of driving each machine.

See the spots below:

“Crafted Extremes”

“Extreme Measures”

“Crafted Extremes: Extended Cut”