SLIDE, AMAZING IN MOTION

TitleSLIDE, AMAZING IN MOTION
BrandLEXUS INTERNATIONAL
Product/ServiceLEXUS INTERNATIONAL
Category A05. Cinematography
Entrant Company CHI & PARTNERS London, UNITED KINGDOM
Advertising Agency CHI & PARTNERS London, UNITED KINGDOM
Production Company SMUGGLER London, UNITED KINGDOM
Production Company 2 MARSHALL STREET EDITORS London, UNITED KINGDOM
Production Company 3 GOODGATE PRODUCTIONS Barcelona, SPAIN
Credits
Name Company Position
Jonathan Burley CHI/Partners Executive Creative Director
Monty Verdi CHI/Partners Creative Director
Brad Woolf/Dan Bailey CHI/Partners Copywriter(s)
Brad Woolf/Dan Bailey CHI/Partners Art Director(s)
Chad Warner/Ben Da Costa CHI/Partners Digital/Content Creatives
Chad Warner CHI/Partners Digital Designer
Zoe Barlow CHI/Partners Agency Executive Producer
Zoe Barlow/Nikki Cramphorn/Nicola Ridley/Matt Cresswell/Lindsay Hughes CHI/Partners Agency Producer(s)
Karina Aloupi CHI/Partners Content Producer
Nick Howarth CHI/Partners CEO
Jack Shute CHI/Partners Business Director
Catherine Peacock CHI/Partners Account Director
Chris Tivey/Lexi Alston CHI/Partners Account Managers
Rebecca Munds CHI/Partners Planner
Nita Rushi CHI/Partners PR Director
Emma Modler CHI/Partners Art Buyer

The Campaign

Lexus made the impossible possible by developing a real, rideable hoverboard. Over a year in development, the film features the finished hoverboard being put through its paces on a specially built hoverpark by a professional skateboarder.

Creative Execution

The goal was to integrate the production into the film itself, giving the film more of an authentic, documentary feel. The shooting style allowed the film to have a constant flow of motion, moving from handheld camera work capturing real moments between our skaters, to slicker and stylised tracking shots capturing the hoverboard maneuvering around the hoverpark. We used various camera formats, from the Arri Alexa with Cineovision anamorphic lenses, to capture these moments cinematically, to GoPro’s which we attached to the hoverboard to give the spot more of an immersive feel. The drone gave us the flexibility to shoot multiple angles, elevated the perspective to give a sense of scale and added to the sense of floating. Multiple cameras added a sense of fluidity to the edit as well as a variety of frame rates to linger on individual moments. Individual scenes were scheduled for different times of the day to ensure the hoverboard was backlit to emphasize the hover between the board and the ground. ?