| Title | SWARM |
| Brand | LEXUS INTERNATIONAL |
| Product/Service | LEXUS |
| Category |
A03. ACHIEVEMENT IN PRODUCTION |
|
Entrant Company
|
CHI & PARTNERS London, UNITED KINGDOM
|
|
Advertising Agency
|
CHI & PARTNERS London, UNITED KINGDOM
|
|
Production Company
|
ROGUE FILMS London, UNITED KINGDOM
|
Credits
| Jonathan Burley |
CHI/Partners |
Executive Creative Director |
| Monty Verdi/Micky Tudor |
CHI/Partners |
Creative Director |
| Rob Webster/Alexei Berwitz/Daniel Fisher |
CHI/Partners |
Copywriter |
| Rob Webster/Alexei Berwitz/Richard Brim |
CHI/Partners |
Art Director |
| David Jones |
CHI/Partners |
Agency Producer |
| Kate Hitchings |
Rogue Films |
Production Company Producers |
| James Howland |
Rogue Films |
Executive Producer |
| Sam Brown |
Rogue Films |
Director |
| Franz Lustig |
Freelancer |
Cinematographer |
| Tim Thornton/Allan |
Marshall Street Editors |
Editor |
| Jonathan Goldstein |
Freelancer |
Composer |
| Jonathan Westly |
The Mill |
Head Of 2d |
| Michael Chapman |
The Mill |
Head Of 3d |
| Sam Ashwell |
750MPH |
Sound Design Arrangement |
| Nick Howarth |
CHI/Partners |
Ceo |
| Jack Shute |
CHI/Partners |
Business Director |
| Catherine Peacock |
CHI/Partners |
Account Director |
| Hannah White |
CHI/Partners |
Account Manager |
| Rebecca Munds/Matt Nixon |
CHI/Partners |
Planner |
| Daniel Mellinger/Alex Kushleyev/Travis Van Scholyck And Jonathan Davis |
KMEL Robitics |
Quadrotor Technology |
Brief Explanation
Amazing in Motion’ is a set of global projects to celebrate the more imaginative and creative side of the Lexus brand. ‘Swarm’ is the second project in the series; it takes existing quadrotor technology out of its typical engineering environment and moves it into real world settings. The result is a playful film of quads exploring the city at night while we sleep.
Creative Execution
The final film required huge advances in quadrotor technology to enable flight outside lab conditions, and to give the quads human characteristics and personality. Every frame of their flight was pre-animated and then programmed in advance. Character animation took place in London, with rehearsals in Philadelphia and a final shoot on location in Vancouver, requiring complex interaction between the quads and their environment. Finally, to deliver the personality that was so crucial to the spot, a cartoon score was specifically composed to transcribe the action onscreen, with recording taking place with a 56-piece orchestra for composition and scale.