| Title | SLIDE, AMAZING IN MOTION |
| Brand | LEXUS INTERNATIONAL |
| Product/Service | LEXUS INTERNATIONAL |
| Category |
A01. Direction |
|
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
| Jonathan Burley |
|
Executive Creative Director |
| Monty Verdi |
|
Creative Director |
| Brad Woolf/Dan Bailey |
|
Creatives |
| Chad Warner/Ben Da Costa |
|
Digital/Content Creatives |
| Zoe Barlow |
|
Agency Executive Producer |
| Nikki Cramphorn/Nicola Ridley/Matt Cresswell |
|
Agency Producer(s) |
| Karina Aloupi |
|
Content Producer |
| Nick Howarth |
|
CEO |
| Jack Shute |
|
Business Director |
| Catherine Peacock |
|
Account Director |
| Nita Rushi |
|
PR Director |
| Henry-Alex Rubin |
Smuggler |
Director |
| Fergus Brown/Chris Barrett |
Smuggler |
Executive Producer |
| Ray Leakey |
Smuggler |
Production Company |
| Atsushi Takada/David Nordstrom/Yolande Waldock |
Lexus International |
Global Brand Team |
| Spencer Ferszt |
Marshall Street Edictors |
Editor |
| Ken Seng |
DOP |
Cinematographer |
| Joel Collins |
Smuggler |
Production Designer |
| Bill McNamara |
MPC |
VFX Supervisor |
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.