In an extreme product demonstration, Lexus and Team One suspended a chain of 2011 models from a crane to showcase the structural integrity of the cars.
Director Iain MacKenzie of Paydirt wanted the fiilm to look clean and simple but with a strong graphic feel to juxtapose the yellow color of the $375,000 LFA concept car, which appears at the end. Group Creative Director Jason Stinsmuehlen was particular about the look of the film being very natural and believable, without compromising the beauty of the cars. Fortunately, the weather on the shoot favored their designs; the skies were full of deep texture which looked very dramatic behind the cars.
Here’s the “making of” video, which explains the spot and describes how it was made.
Personally, I enjoyed the “making of” video much more than the commercial. What did we do before YouTube?
