“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
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
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