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".