Design

Lexus | Electrified.

THE BRIEF

The&Partnership wanted to share their the vision of an ’electrified future’. In the midst of global lockdown, they came to us with the challenge of how to complete such a feat.

OUR APPROACH

With live action shoots suspended, our solution was to use virtual production and innovative CG methods to conquer the inevitable and universal challenges of producing and delivering an immensely CGI and design-heavy campaign during COVID restrictions. By utilising our virtual studio and Unreal (game engine technology), we were able to work with the director Jaron Albertin virtually to construct the whole experience in the same way as a traditional shoot. The director had complete control over the camera and CG elements.

THE RESULTS

The finished campaign is a nod towards the future of sustainable auto productions and a new remote way of working. The commercial reached over 150 million people worldwide. This world-first was also covered extensively within the media, with features including Televisual, SHOOT, Shots and LBB. Previous innovation projects for MPC and Lexus include the launch of the Lexus LF-30 campaign.

Client
Lexus
Agency
The&Partnership
Production
MPC
View full credits

+150M

Worldwide reach

LF-30

Starring the Lexus LF-30 electric concept car

Featured

In Televisual, SHOOT, Stash, Shots & LBB

For the LF-30’s interior, our design team further developed the 2019 LF30 Electrified by introducing augmented reality into the vehicles heads up display.

The design teams populated this future city with abstract billboards and brands while also creating a future tech version of the LF-30 user interface. The end film uses AR to embrace energy, motion, movement and sustainability, whilst never losing the design and engineering edge that Lexus are known for.”

Ryan Hays, Design Director at MPC

For the LF-30’s interior, our design team further developed last year’s LF30 Electrified by introducing augmented reality into the vehicles heads up display.

With Jaron Albertin directing remotely through a live session, our VFX teams were able to build out over 35 shots with 20 to 30 camera options per shot. All of this was then compiled to build an edit. The biggest advantage in using real-time is that CG artists are provided with the creative pallet to deliver breakthrough ideas which previously were cost and time prohibitive. The result is stunning work which delights the client and stands out from the crowd. For the LF-30’s interior, our design team further developed the 2019 LF30 Electrified by introducing augmented reality into the vehicle’s ‘heads-up’ display.

Credits
Agency

The&Partnership

CEO Sarah Golding
Executive Creative Director Micky Tudor
Executive Creative Director Yan Elliott
Creative Director Adam Fish
Creative Tom Loveless
Creative Matt Wood
Head of Film Charles Crisp
Senior Producer Rick Carter
Creative Producer Angus Lees
Business Director Benedict Pringle
Senior Account Director Nathan Brocklesby
Senior Account Manager Hannah Gray
Planning Partner Oliver Egan
Planner Sam Smith

MPC team

MPC
CG Creative Director Carsten Keller
2D Creative Director Marcus Dryden
Design Creative Director Ryan Hays
Producers Jaz Rongokea & Philip Whalley
Colourist Matthieu Toullet
Colour Assist Maruf Khan
CG Supervisor Dominic Alderson
2D Supervisor Johan Alfort, Rashabh Bhutani
3D Supervisor Kunal Sarkar
Line Producer Shraddha Ulhas Sane
Production Coordinator Rithika Iyer
RotoPrep Supervisor Silambarasan P
Animation Ambalika Nandy
DMP Charles Downman, Bakiyaraj P, Srinivas Achary
Lighting Aritra Kumar Sarkar, Amlan Mahapatra

CG Team

Artists Fernando Tortosa, Andy Steele, Alessandro Granella, Stephan Haidacher, Stephane Ranaldi, Nick Slade, Matias Heker, Kristian Bonne, Arnau Gilabert, Lewis Orton, Amar Chundavadra, James Bown, Ambalika Nandy, Aritra Kumar Sarkar & Amlan Mahapatra

2D Team

Artists Marjolein Verheij, Vanessa Duquesnay, Emma Tyler & Rashabh Bhutani, Pratyush Paruchuri, Geetesh Gajanan Tari, Udaykiran Chowdary, Saravanan D, Jake Nelson, Silambarasan R P Karthikeyan Dhayalan, Arulanandhan Pandian, Gijo George & Karthik Sukumar

Motion Design Team

Artists Adam Roche, Ingrid Tsy, Kerim Camdzic & Paul Hunt

RotoPrep Pramod Dwivedi Karthikkeyan M D Vignesh Elumalai Sangeetha M Sreeji Mol C.P. Shyam Babu Bijeesh K U Akhil K.P. Naresh Kumar Nandaluru

Asset Team

Artists Vignesh Sivakumar, Vivek Mayanglambam, Ria Banerjee, Jyoti Prakash Panda, Ullas Thunga k, Jayadeep Chandran, Sunil Manohar Mohapatra, Sumitha D, Sairam Vaddamanu

RotoPrep Team

ArtistS - Pramod Dwivedi, Karthikkeyan M D, Vignesh Elumalai, Sangeetha M, Sreeji Mol C.P, Shyam Babu, Bijeesh K U, Akhil K.P, Naresh Kumar Nandaluru

Compositing Team

Artists Pratyush Paruchuri, Geetesh Gajanan Tari, George Gijo Peter, Udaykiran Chowdary

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