MPC Creative
Lexus - Electrified
Overview.
Lexus International, MPC and The&Partnership have teamed-up with director Jaron Albertin, to bring us ‘Lexus Electrified’. The global, environmentally friendly campaign, created though MPC’s Virtual Studio, envisages an electrified future in a series of films and social assets. In the film we follow Lexus’s revolutionary all-electric concept, the LF-30, through bold and modern CGI environments, to then reveal the current Lexus Electrified range, demonstrating that the innovative thinking behind the LF-30 also prevails in their electrified vehicles today.
Our teams faced the inevitable and universal challenges of producing and delivering an immensely CGI-heavy campaign during COVID. However, industry-leading technology and innovation meant that the process was smooth and often in real-time. The result is captivating, future-facing work that delivers in all respects.
Final film
For the LF-30’s interior, our design team further developed last year’s LF30 Electrified by introducing augmented reality into the vehicles heads up display, Ryan Hays, Design Director explains:
“The design teams responsibilities were to populate this future city with abstract billboards and brands while also creating a future tech version of the LF-30 user interface. The end film uses AR to embrace energy, motion, movement and sustainability, whilst never losing the design and engineering edge that Lexus are known for.”
Designed by Ryan Hays, Lexus International’s Instagram carousels link together to give a sense of movement, similar to the bold lines that make up the Lexus International logo.
Billboards
Designed by Ryan Hays, Lexus International’s Instagram carousels link together to give a sense of movement, similar to the bold lines that make up the Lexus International logo.
Socials
Agency, Production & Post: MPC
Creative Director Live Action: Alan Bibby
Creative Director 2D: Marcus Dryden
Creative Director CG: Dominic Alderson
Creative Director Design: Ryan Jefferson Hays
Exec Producer: James Niklasson
Post Producer: Louise Unwin
Production Producer: Tim Tyrell, Johnny Blick
DOP: Tim Green
VFX Team: Felip Docolomansky, Adam Leary, Adrian Monroy, Amy Smith, Andy Steele, Ash Hawkins, Aurelien Geenen, Beorn Leonard, Christopher Anthony, David Filipe, Flavia Minnone, George Brunt, James Bown , Josh Parks, Mauro Nodari, Michael Nielsen, Thomas Carrick, Vanessa Duquesnay.
Motion Design Team: Adam Roche, Jessica Gaynor, Manuel Sepulveda, Paul Hunt, Steven Bussey, Terry Obiora
Offline Editor: Ben Harrex
Social Editor: Zoe Izzard
Colourist: Matthieu Toullet
Sound: Wave Studios
Mix: Ed Downham
Composition: Nikoli von Sallwitz
MPC Bangalore
3D Supervisor: Kunal Sarkar
2D Supervisor: Vivekananthan R
Production Coordinator: Sririthika N Iyer
Senior Line Producer: Sanchit Soi
Asset Lead: Vaibhav Gupta
Asset Team: Vignesh Sivakumar, Koustav Bhowmik, Shreyas Joshi, Jayadeep Chandran, Gopikapriya M, Harshitha V V
ArtistsSaravanan D, Ravindra Nagraj Gowda, Balakrishnan Ramadoss, Geetesh Gajanan Tari, Amresh Kumar, Anurag Singh Kushwaha, Vaishali Awaghade
DMP Lead: Gowri Shankar Velusamy D
DMP Artists: Winnie Sharma, Shanmugavel V
Lighting Lead: Aritra Kumar Sarkar
Lighting Artists: Earnest Victor Mauel, Amlan Mahapatra
Matchmove Artists: Karthick K, Palash Ramnaresh Soni, Smruti Prabhakar Satpute, Nithin T K, Konduru Achiraju, Sindhuja Balasubramanian, Muruganantham T
Prep Lead: Silambarasan R P
Prep Artists: Sudheesh B, Prasanth Palaparthi, Vignesh Elumalai, Abdullabeeb Kondachan, Kajal Pandya, B Prathap Kumar, Ekanathan Kuppan, Amit Kumar Shukla, Likin Ganapathi C P
