Direction

Lexus | LF30.

The Brief

A direct to brand project, creatively led by MPC Creative to depict the stylish LF30 Electrified, the bold new concept car from Lexus.

Our Approach

Using the power of cinema to fire up people’s imaginations, we used visual craft and realism to represent the technology, agility, power and handling of the car, whilst painting a picture of a futuristic world, in harmony with a vehicle such as the LF30. Working in close collaboration with Lexus, we had a lot of control over the design and animation of the film. The team studied the milestones of Lexus design to come up with the best methods to bring the LF30 to life on screen including graphical overlays and holograms by TRI-AD to display interactions and features.

To create a vehicle that doesn’t yet exist, a real ‘donor’ car that matched the wheelbase of the LF30 was used and covered in tracking markers. The team then took the CAD designs and wrapped the car in CGI skins using comprehensive renders of the LF30 to get specific details and compositions accurate.

The Results

Unveiled at the world-renowned Tokyo Motor Show to universal excitement, the end project embraces energy, motion and movement, demonstrating how Lexus is constantly innovating whilst never losing the design and engineering edge they’re known for. The spot has been viewed over 107k times on YouTube to date. The campaign was shorlisted at the AEAF Awards for Visual Effects.

Director
MPC Creative
Client
Lexus
Production
MPC Creative
Post Production
MPC
View full credits

The film was shot over four days in the height of a Barcelona summer with its stunning coasts, mountain drives and futuristic architecture, buildings, bridges and tunnels. The technically demanding and complex shoot required road closures, stunning locations, and awesome talent.

Jumpcut, MPC

As the work on the concept car for the Tokyo Motor Show was ongoing at the time of filming, MPC worked closely with the design team at Toyota and Lexus, TEDD, to accurately realize the design of the LF30 which was built in conjunction whilst the concept car was completed

James Niklasson, Executive Producer, MPC
Credits
Production Team

MPC Creative
Director Alan Bibby
Exec Producer James Niklasson
Production Producer Tim Tyrell, Johnny Blick
DOP Tim Green

Post Production Team

MPC
Creative Director 2D Marcus Dryden
Creative Director CG Dominic Alderson
Creative Director Design Ryan Jefferson Hays
Post Producer Louise Unwin
VFX Artists Felip Docolomansky, Adam Leary, Adrian Monroy, Amy Smith, Andy Steele, Ash Hawkins, Aurelien Geenen, Beorn Leonard, Christopher Anthony, David Filipe, Flavia Minnone, George Brunt, James Bown , Josh Parks, Mauro Nodari, Michael Nielsen, Thomas Carrick, Vanessa Duquesnay
Motion Design Artists
Offline Editor Ben Harrex
Social Editor Zoe Izzard
Colourist Matthieu Toullet
Sound Wave Studios
Mix Ed Downham
Composition Nikoli von Sallwitz

MPC Bangalore Team

3D Supervisor Kunal Sarkar
2D Supervisor Vivekananthan R
Production Coordinator Sririthika N Iyer
Senior Line Producer Sanchit Soi
Asset Lead Vaibhav Gupta
Asset Team Vignesh Sivakumar, Koustav Bhowmik, Shreyas Joshi, Jayadeep Chandran, Gopikapriya M, Harshitha V V
MPC Compositing Team
Artists Saravanan D, Ravindra Nagraj Gowda, Balakrishnan Ramadoss, Geetesh Gajanan Tari, Amresh Kumar, Anurag Singh Kushwaha, Vaishali Awaghade
DMP Lead Gowri Shankar Velusamy D
DMP Artists Winnie Sharma, Shanmugavel V
Lighting Lead Aritra Kumar Sarkar
Lighting Artists Earnest Victor Mauel, Amlan Mahapatra
Matchmove Lead Siva Priyan Seetharaman
Matchmove Artists Karthick K, Palash Ramnaresh Soni, Smruti Prabhakar Satpute, Nithin T K, Konduru Achiraju, Sindhuja Balasubramanian, Muruganantham T
Prep Lead Silambarasan R P
Prep Artists Sudheesh B, Prasanth Palaparthi, Vignesh Elumalai, Abdullabeeb Kondachan, Kajal Pandya, B Prathap Kumar, Ekanathan Kuppan, Amit Kumar Shukla, Likin Ganapathi C P

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