Live a unique experience, as we did a short while ago, thanks to a 360° video.
A few weeks ago we had a unique experience in London for the launch of LIFE RX. You’ll find our report here: https: //www.luxsure.fr/2016/02/24/le-jour-ou-jai-rencontre-jude-law-grace-a-lexus/
Today, Lexus Europe unveils a new 360° video that offers everyone the chance to dive into the heart of an immersive show and slip into the shoes of a member of the production team, with actor Jude Law in the role of guide, accompanied by a troupe of immersive theater specialists. The 6-minute video takes viewers on an impromptu, interactive journey into “The Life RX” – a world of sensations, luxury, passion and thrills already featured in the new 2016 Lexus RX promotional film.
Shot in London in an underground vault and at the Mondrian Hotel (designed by designer Tom Dixon), the video presents a unique immersive performance. Shot in a single evening last month, with 80 different cameras, 25 hidden microphones and three special camera cars, it reveals the behind-the-scenes production process and allows viewers to live this “glamorous” experience by being immersed in the setting.
Audiences believing they are attending a traditional vehicle launch party are invited to follow the laser lights in a succession of opening scenes inspired by the RX’s bold design, before taking their seats in the luxurious SUV and donning an Oculus Rift headset. At this point, the production team, who had been lying in ambush, transform the empty hangar into an animated movie set in the blink of an eye, catapulting the surprised guests into the lives of movie stars.
Encouraged to improvise their new roles, attendees are chased by paparazzi through the streets of London before a prestigious arrival for their red carpet debut. Under the spotlight, they are greeted by a battalion of enthusiastic fans, and just as they are about to take part in press interviews, Jude Law enters and asks them to hand over the keys to his Lexus RX.
“The 360° video offers a behind-the-scenes look at this epic 14-scene production,” explains Jude Law. “In immersive theater, the audience is often left in the dark about the springs that made the performance possible, but this video lifts the veil on some of them. We’ve worked with a very talented team to create this experience, and we hope that those who watch the video will have as much fun navigating it as we had making it.”
Spiros Fotinos, Marketing Director Lexus Europe said: “Lexus Europe created a surprise by immersing a group of 100 guests in an immersive theater experience organized in London on February 9, with the help of Jude Law and a prestigious team to celebrate “The Life RX”. Participants who thought they were attending a pressclassic event were suddenly thrust into the shoes of Hollywood stars for a 50-minute experience in “The Life RX”. With this campaign, we want to share the amazing experiences associated with “The Life RX”. We were inspired by the pioneering spirit of the Lexus brand to imagine new ways of telling our story. Everything about this campaign is innovative, from the special subjective camera created to shoot the advertising film, to the use of immersive theater and sound and light technology.
The event was rigorously produced and directed by top specialists, including Simon Evans, artistic director for numerous Secret Cinema events, Stephen Dobbie, sound and graphic designer for the hugely successful Punchdrunk immersive theater company, Joanna Scotcher, award-winning set and costume designer for “The Railway Children’s”, Tupac Martir, lighting designer for Moschino and Beyonce, the world’s first immersive theater talent agency “The Department”, and a cast featuring actors from cult immersive theater shows such as “You Me Bum Bum Train”, as well as fashion designer Joshua kane.
Watch the video on Youtube.com/LexusEurope
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