Lexus is supporting not only drivers but also riders on the road with their latest immersive 360-degree film titled “Lexus Elevate”.
The three-minute long film features pro cyclist Christian Vande Velde with footage of him speeding down windy ocean-view roads, putting you in the mind and saddle of one of the world’s greatest cyclists. As Vande Velde rips around corners, the viewer gets a unique perspective from the seat of his ride, enjoying the view, but also feeling the passion in professional training.
Advertising agency of record Team One and production studio UNIT9 helped develop the filmmaking techniques and produce the film. UNIT9 also helped filmed the unique perspective of a hawk in a Stella Artois film last month.
The “Lexus Elevate” film can be experienced as a 360 video (desktop/mobile) or on Google Cardboard through your Android device with the video below.
Lexus is also been showing off the experience for fans attending the U.S. Pro Cycling Challenge in Colorado at the Lexus Finish Festivals this entire week.
This latest film targets a very specific audience for Lexus, appealing to those committed to cycling and an active lifestyle. It also connects with a broader audience of young tech savvy viewers who have a passion for high-quality experiences, a passion that comes out strongly in Vande Velde’s narration.
“Before, riding was a job, but now it’s a privilege — I get to do what I love with people who love it.” Thanks to VR we can now go along for the ride.
Creative Agency: Team One
Created by: Alastair Green, Anrick Bregman
Directed by: Anrick Bregman
Executive Producers: Cathy Lee, Steve Jett
Executive Producers: Sam Walsh, Chris Graves, Alastair Green
Executive Creative Director: Alastair Green
Creative Director: John Dohrmann
CCO: Chris Graves
Producers: Tiffany Otoya, Kristen Little
Copywriter: Mike Rozycki
Art Director: Quoc Lu
Designer: Lucia Matioli
Account Supervisor: Jeanna Duff
Account Executive: Amy Davis
Director: Anrick Bregman
Exec Producer: Michelle Craig
Producer: Rory Mathieson
Line Producer: Alexis Celic
DP: Carl Burke
VR Technician: Joff Harris
Music & Sound Design: Plan8
Editor: Joe Randall-Cutler
Alt. Line Producer: Jess Feavel
Location Manager: Greg Orselli
Production Assistant/Driver: Nick Favorite
DIT: Jackie Bryan
PA: Katherine Johnson
Lead Compositor: Marcus Punter-Bradshaw
Compositor: Jakub Wesolowski, Stefano Pasotti, Zlaten Del Castillo, Preite Davide
Title Design: Eric Schockmel