Parallels
Case Study
Exploring creative parallels
Lexus and Sofar came together to a create a first-of-its kind Sofar experience called “Parallels”. In it, we paired music from three Sofar artists with food made by Lexus Culinary Master, Chef Ludo Lefebvre. Chef Ludo worked with each artist to create a food pairing inspired by their music. At the LA show, fans heard the artists play and received a culinary pairing that ran in parallel with each artist’s music. It was a first for Sofar: In our 10 year history, we’ve never done anything quite like it before.
The Ask
The Program
Where culinary artistry met musical creativity
A groundbreaking event pairing Sofar artists with bespoke dishes by Chef Ludo. Each performance was paired with a culinary interpretation of the music—offering fans a richer, layered way to experience the show.
Los Angeles
Artists: Jae Luna, Kablito and Kyle Dion
To bring the experience to life we first selected three buzzy Sofar artists. Then in the weeks leading up to the show, Chef Ludo spoke to them about their background and what inspired them, as well as listened to their music. Using that info, he created this menu inspired by the conversations. At the show, three Sofar artists played 20-30 minutes sets, while an MC guided the evening. Between sets, we revealed and passed out the food pairings, much to fans’ delight. During these set-breaks, the chef and artist spoke about their collaboration, while fans enjoyed amazing food.
Brand Integrations
More than placement, it’s presence at every touchpoint
Integrated Brand Experience Touchpoints
- Onsite Lexus brand presence integrated throughout the venue, from stage moments to environmental visuals
- Curated culinary moments featuring custom food pairings by Lexus Culinary Master Chef Ludo Lefebvre, revealed between artist sets to heighten anticipation and engagement
- MC-led storytelling guiding guests through the experience and reinforcing the Lexus x Sofar narrative throughout the night
Content Capture & Amplification
- Full-fidelity content capture of all artist performances for downstream storytelling, paid amplification, and ongoing campaign use
Media & Content
Marketing
Turning pre-show moments into a storytelling engine
Artist interviews, chef pairings, and branded content worked together to craft a narrative arc that pulled audiences in early—building loyalty, curiosity, and a sense of belonging well before doors opened.
Email & Social
Branded email and social post
Branded interview videos
3 interview videos where Lexus Culinary Master Chef Ludo spoke to our Sofar artists about the food he made inspired by their music
Unique blog posts
Branded RSVP hubs aligned with campaign look and feel
The Results
A campaign rooted in culture—with reach that extended far beyond the room.
The Impact
Through all of our unique content offerings, the through line was Lexus and Sofar bringing Music and Food together. Resulting in fans raving about how much they loved the event and thanking Lexus for making it happen.
