Creativity

Lexus: Dark Ride

Get in the driver's seat.

Published on May 17, 2010

Editor's Pick

Lexus teamed with Skinny and Stink Digital with Skunk on Lexus Dark Ride, a 12:30 interactive thrill ride in the brand's new hybrid compact car, the CT 200h.

Visitors to the Dark Ride site sit in the passenger seat alongside driver Tony, played by actor Norman Reedus, who's in charge of navigating the car from Nevada to Los Angeles in a high speed chase. Participants can upload their own mugs using the webcam or a digital picture and can even add their own voices via mic. Although not in the driver's seat, visitors do the steering and can change the camera POV and tell Tony where to go, creating a different ride each time. Watch a trailer of the interactive film here.

Dark Ride is one component of the brand's Darker Side of Green campaign that emphasizes the new car's fuel efficiency and agility over the traditional hybrid persona of "flowery, sunshine-filled days in the park."

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About

Credits

Date
May 17, 2010
Agency:
Skinny
Client:
Lexus
Concept:
Jonas Hallberg
Concept:
Liron Reznik
Creative Director:
Jonas Hallberg
Creative Director:
Liron Reznik
Executive Producer:
Jen Dennis
Digital Production:
Stink Studios
Production Company:
Skunk
Director:
James Brown
Producer:
Aris McGarry
Executive Producer:
Daniel Bergmann
Executive Producer:
Robert Herman
Executive Producer:
Mark Pytlik
Executive Producer:
Stefan Dufgran
Production Designer:
Dominic Watkins
Post Production Supervisor:
Steve Reiss
Creative Technologist:
Marcel Kornblum
Interactive Producer:
Adam McNichol
Lead Developer:
Ian McGregor
Art Director:
Kristian Saliba
Design:
Josh Smith
Cinematographer:
Claudia Miranda
Editing Company:
Final Cut
Editor:
Jono Griffith
Post Production:
Speedshape
VFX:
Speedshape
VFX Supervisor:
Connor Meechan
VFX Producer:
Arnon Manor
CG Supervisor:
Ilya Astrakhan
Flame Artist:
Matt Lydecker
Executive Producer:
Craig Bernard
Music:
Michael Fakesch

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