LOGAN partnered with Team One on the launch of Lexus’ “A Product of Mastery” campaign, which highlights the elegance and cutting-edge interior design of the all-new ES sedan.
Harnessing its full CG capabilities, an LA and NY based creative studio, LOGAN created three digital videos that move from abstract elements to a dramatic unveiling of its F SPORT driver’s seat, Mark Levinson PurePlay Sound System and multimedia display. The exclusive use of CG afforded the opportunity to explore numerous aesthetic possibilities while building to a climactic reveal of the performance and sophistication of the new ES sedan.
LOGAN Executive Producer, Paul Abatemarco commented,
When we first saw Team One’s creative brief, we realized we would be able to control the environments, lighting, and the overall mood better by using CG which allowed us to make the campaign stand apart aesthetically and dramatically compared to shooting the products practically. From day one, our team and Team One were aligned on everything and they were an incredible partner throughout the entire process.
The dramatic and compelling spots illustrate features like the sedan’s state-of-the-art Mark Levinson sound system as reverberating liquid ripples.
Lexus also reveals the precise craftsmanship of the driver seat’s reverse ventilation as infinite bars of light while in another spot, the sedan’s wide-view high-definition monitor is unveiled through a vivid use of color and shape.