Lexus Europe and The&Partnership have launched “Sunrise to Sunrise,” the new pan-European campaign for the new Lexus UX self-charging Hybrid SUV.
Shot over five days in Lisbon, Portugal, this :60 commercial–directed by Georgi Banks-Davies of Skunk Films–captures the adventures of photographer Elsa Bleda as she explores the city. Her photographs are renowned for being both elusive and familiar while capturing a mood of dystopia through visibly desolate areas.
“The new Lexus UX was designed for people who live in the city and who love discovering new ideas and places. Elsa Bleda is a photographer that embodies this spirit; it’s clear that she sees the world differently, always searching for a new horizon. Through selecting her as our protagonist, we take the audience through a journey of discovery; never quite knowing what she’s looking for, but experiencing a place, a person, a moment with her” said Dave Bedwood, ECD, The&Partnership.
The majority of the film was shot on the Arri Alexa with Hawk Anamorphic lens, but some footage was captured on a 35mm film with an Arri 435, this gave tangibility and texture to the photography and a deeper aesthetic grain to the shoot. Photographer and lead, Bleda, and director Banks-Davies collaborated with each other from the start; sharing in prep a wealth of inspiration and mood imagery, from all their favorite photographers, film-makers, painters and artists.
“We shared a visual sensibility so it was a brilliant process, I think we could sell our look book as a coffee table bible” said Banks-Davies. “I always saw this as a glimpse into the unique way Elsa sees the world, 24 hours through her eyes. The intention was that the UX navigates us through her journey – the car sometimes the window the world, sometimes the vehicle to take us there. Each scene traverses a different hour in the day; light and the actions we see in the scene a clue as the hour. The film was designed almost like a dream, some moments fleeting and surreal, others more literal and lingering. The aim was to show the moments that happen in every city; the ones we never see, are always surrounding us.”
