If you haven’t already seen it, Lexus International recently released the third installation of its captivating ‘Amazing in Motion’ branding campaign, entitled STROBE. While we don’t usually feature advertisements (unless it’s paid), this particular commercial hits close to our hearts as our beloved Kuala Lumpur ‘Garden City of Lights’ cityscape is used as the backdrop.
In a striking visual display of an illuminated man’s journey across the city at night, the 1 minute clip directed by Adam Berg shows an acrobatic ‘Pakour’-like run with impossible leaps from trees to top of busses and upwards to some of the tallest buildings in Kuala Lumpur, ending with and effortless land on a recently unveiled Lexus RC F.
Lexus is said to have teamed with 40 expert engineers from Thailand to develop large scale rigs to suspend hundreds of stuntmen and martial arts experts in a sequence. To portray a sense of movement, a purpose built computer system and complex DMX software was created to wirelessly trigger the ‘lightmen’ suits to strobe on demand. The suit itself was conceived by Hollywood costume designer Vin Burnham and technical director Adam Wright, inspired by the iconic spindle grille and LED headlights.
Before the commercial was aired very recently on the 1st of July, a series of teasers appeared on the 15th, 19th and 25th of June under the hashtag #LexusStrobe.
Lexus explained that the ‘Amazing in Motion’ campaign is an inspiring set of global projects to showcase its imagination through innovative design and technology, building on its ambition to connect with the hearts, as well as the minds, of consumers.
We’ve attached the featured ad, followed by its official ‘Lighting Motion’ and ‘Engineering Motion’ clips that explains the STROBE installation. Enjoy.