Images of smiling people, splashing around on the water...it's what watercraft advertising had always showcased, and it all felt the same. To differentiate Yamaha, we decided to focus on the beauty of the design (which was arguably better than anything else available), and let the copy drive home the performance aspects of the product. We turned to Lexus' still photographer to ensure amazingly beautiful and disruptive images that hadn't been seen before in the category.
