“Lexus Elevate” is an immersive 360-degree film experience using the Samsung Gear VR + Samsung Galaxy S6 that tells the story of why pro cyclist Christian Vande Velde loves the sport.
Anrick Bregman of Unit9 directed the short, creating it with Team One executive creative director Alastair Green and a full agency creative ensemble. “Elevate” puts viewers in the mind and saddle of a world-class cyclist.
Client Lexus Agency Team One Alastair Green, executive creative director, executive producer; Sam Walsh, executive producer; Chris Graves, chief creative officer/executive producer; Tiffany Otoya, Kristen Little, producers; Mike Rozycki, copywriter; Quoc Lu, art director; Lucia Matioli, designer. Production Unit9 Films Anrick Bregman, director; Michelle Craig, exec producer; Rory Mathieson, producer; Alexis Celic, line producer; Carl Burke, DP; Joff Harris, VR technician. Production Cathy Lee, Steve Jett, executive producers. Jess Feavel, alt. line producer; Greg Orselli, location manager; Nick Favorite, production assistant/driver; Jackie Bryan, DIT; Marcus Punter-Bradshaw, lead compositor; Jakub Wesolowski, Stefano Pasoti, Zlaten Del Castillo, Preite Davide, compositors; Eric Schockmel, title design. Editorial Joe Randall-Cutler, editor. Music/Sound Design Plan8
Following World AIDS Day, which was celebrated on December 1, co-production companies Central Films and Freelance For track one man’s existential, and potentially career-altering, decision to “come out” as living with HIV in Spain in this public service spot titled “The HInVisible Celebrity.”
Out of agency Señora Rushmore for ViiV Healthcare Spain, in collaboration with GESIDA, SEISIDA, and Apoyo Positivo, the PSA--directed by Rodrigo García Sáiz via Central Films Spain--addresses the stigma against publicly living with HIV in Spanish society. In the more than 40 years since the first case of HIV appeared in Spain, no public figure in Spain has claimed to have HIV. Viiv Healthcare Spain asks, if there are 150,000 people with HIV in Spain (or approximately 1 in 300), why don’t we know anyone with HIV?
The central character, who dons a mask of television-pixelated anonymity, gives himself an introspective pep-talk ahead of announcing his status to the Spanish public. Along the way, he wonders what will become of his career, and reputation in general, even as he recognizes that his declaration could change Spain’s cultural landscape for the better and for all of those in Spain who live with HIV every day. As no public figure in Spain has ever announced living with HIV--due to fear of public rejection--this character realizes that such a role model could change that.
The character has already begun building social media awareness with his Instagram profile, @famosoinvihsible, which began cataloging his life as a public figure earlier this fall. Still, though, the figure either leaves himself out of the picture, faces away from the camera, or dons the pixelated mask associated with anonymous admission. “The HInVisible... Read More
