Lexus’ Amazing in Motion campaign made to promote the company’s new attitude continues with a new video installment going by the name of STROBE. Yes, it hints at the stroboscope effect and here is done using acrobats dressed up in some LED suits.
The “Lightmen” are poised across the rooftops of some of the tallest buildings in Kuala Lumpur, each one of them wearing a black suit fitted with LEDs that are linked to a computer timing their lightning exposure to create something similar with a flip-board animation.
Created by CHI & Partners London and directeded by Adam Berg from Stink Productions, the campaign required a team of 40 expert engineers to build and control the large-scale rigging from where the Lightmen were suspended. Moreover, their suits took 6 weeks to build, each containing 1,680 LEDs and a wireless control module.
“STROBE is the third entry in our ‘Amazing in Motion’ campaign. We created this global series of projects to showcase our imagination through innovative design and technology. It builds on the Lexus ambition to connect with the hearts, as well as the minds, of consumers,” said Lexus International executive vice president Mark Templin at the launch of the new video.
The campaign will run globally, reaching people through TV, cinema, print, outdoor advertising, and social media. In case you’re wondering, the soundtrack is offered by Danielle “Danz” Johnson and it’s called ‘Running’.
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