Los Angeles-based Boxer Films director Rob Groenwold creates an intriguing surrealist dream in the cinematic new :30 “Kite” for Lexus, out of Team One, El Segundo, CA. Groenwold’s compelling visuals – edited by Boxer‘s Pedram Torbati – uncover an illusionary world that tests the viewer’s sense of reality, only to be brought back to the moment, courtesy of Lexus’ innovative Driver Attention Monitor, which helps drivers keep their attention on the road.
“The fantasy sequences had to be created in a way that used the language of dreams without resorting to clichés” explains Team One creative director James Hendry. “In addition to essential input on the final edits, Rob [Groenwold] brought a freshness and sophistication to ‘Kite’ that drove home the concept and was absolutely striking.”
Rob’s vision for the spot drew the artistic collaboration of celebrated DP Tobias Schliessler, whose recent feature film credits include Hancock, Dreamgirls and Friday Night Lights and sought-after VFX artist Simon Brewster, whose latest campaign work includes Garmin, Xbox and Sprint among others.
“Kite” opens on footsteps, trampling blades of grass beneath a man’s sneaker-shod feet. We’re in a fantasy world, experiencing the action as if in a dream, from his/the dreamer’s perspective. As the point of view shifts upward, we see a rolling green hill, bordered by dense evergreen trees. A massive white kite appears in the distance. Unexpectedly, a treasure chest fills the frame, opening to reveal assorted sporting equipment. The open box fills a blank picture frame and the scene shifts again to the hill, now with a woman in view, running away with the kite in hand. As we move to close up, the woman, beautiful and exotic, beckons in a distorted voice, “Here,” as she offers the kite string. The kite then comes into full view against a sun-washed blue sky. Suddenly, the man is transported high above the trees, carried away by the kite, soaring high into the distance. Our adrenaline rushes as he’s pulled into the stratosphere, his feet suspended precariously below – then abruptly, this reverie is cut short by an intense alarm that brings us back to reality. We see a driver’s silhouette, behind the wheel of a Lexus LS; he’s shaken as he regains control of the steering, just in time to avoid a dangerous collision. A voiceover intones, “This is not a dream. This is The World’s First Driver Attention Monitor.” The screen fades to black, as the logo and tag appear, “See how it works at lexus.com.”
Team One’s Hendry praises Boxer‘s commitment to the campaign. “They went beyond the usual production company-agency relationship; Boxer brought great ideas to the table, scoured the country to find the perfect location, and assembled a team of post production artists that guaranteed the project’s success.”
The campaign includes additional :30s, “Chess,” “Eggs” and “Clocks,” directed by Peter Thwaites, with car sequences directed by Groenwold and edited by Boxer‘s Torbati .
About Boxer
Seasoned filmmakers and producers bringing compelling new talent into the fold. Directors brainstorming with editors down the hall. Executive Producers trusted by agencies and advertisers to achieve A-list results within real-world budgets. Since 1999, Boxer (www.boxerfilms.net) has delivered a winning combination, recently breaking new ground in the emerging arenas of interactive and branded content. Founder/EP John Clark and EP Beth George have made Boxer an ideal creative partner to have in your corner for collaboration, problem solving and exceptional storytelling.
Credits:
Client: Lexus
Title: “Kite” :30
Airdate: October 1, 2008
Where shot: Ipswich, Massachusetts
Production Company: Boxer, Los Angeles, CA
Director: Rob Groenwold
DP: Tobias Schliessler
Line Producer: Maeliiosa Tiernan
Executive Producer: John Clark
Advertising Agency: Team One, El Segundo, CA
Chief Creative Officer: Chris Graves
Group Creative Directors: Jon Pearce, Gavin Lester
Creative Director: James Hendry
Agency Producer: Leah Bohl
Executive Producer: Jennifer Weinberg
Editorial/Post Production Company: Boxer, Los Angeles, CA
Editor: Pedram Torbati
Asst. Editor: Alfredo Ritta
Visual Effects Company: Brewster Parsons, Venice, CA
VFX Artist: Simon Brewster
VFX Producer: Darcy Parson
Audio Post Company: Juice Studios, Santa Monica, CA
Mixer: Bob Gremore
Music/Sound Design Company: Human Worldwide, Los Angeles, CA
