Creativity

Lexus Uses Robotics To Create A 'Swarm' Around Vancouver

Brand Worked With Robotics Firm And Added Original Cartoon Soundtrack

Published on Nov 07, 2013

Editor's Pick

Lexus creates an animated flight out of robotics in "Swarm", its new film aimed at showcasing the brand's imagination, innovation and design excellence. The car brand worked with CHI & Partners, director Sam Brown of Rogue Films and KMel Robotics to create a film that takes quadrotor (or mini helicopter) technology out of its typical engineering environment and moves it into real world settings and locations. The resulting spot shows a swarm of "quads" exploring Vancouver at night at locations including a public swimming pool, local supermarket, a vintage barber shop, hotel and the Museum of Anthropology. Lexus commissioned Jonathan Goldstein to compose a cartoon-inspired original track, which was recorded by a 56-piece orchestra in Angel Recording Studios in London. The campaign will run globally across TV, cinema, print, outdoor, digital channels and social media.

According to the brand in a statement "the ambition was to bring warmth and personality to the technology" while the design brief was "to balance both high-tech circuitry and aerodynamics with character animation".

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About

Credits

Date
Nov 08, 2013
Agency:
CHI & Partners
Client:
Lexus
Director:
Sam Brown
Production Company:
Rogue Films

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