To highlight the impressive styling of the new 2017 IS, Lexus today unveiled a custom vehicle wrapped in 41,999 programmable LEDs that turn the car into a screen capable of broadcasting dynamic graphics and videos. The car, which is designed to send a bold signal, is featured in UK chart-topping artist Dua Lipa’s new music video for her hit song “Be the One.” The first-of-its-kind collaboration pairs Dua Lipa’s powerful vocals with an ethereal storyline, featuring the vehicle as a character and visual anchor in a story that also casts actor Ansel Elgort (“Divergent”; “The Fault in Our Stars”) as Dua's former love.
This unique collaboration between Lexus and Vevo showcases the Lexus IS as an incredible work of art, technology and design through the lens of a music video. The 2017 IS has a commanding design and Lexus wanted to amplify those styling cues like never before. To create the LIT IS, Lexus used hand-applied LEDs to turn the vehicle into an eye-catching screen. In addition to broadcasting graphics, the LIT IS can also generate colorful, mesmerizing animations in response to gestures and music. Through this responsive technology and the animations, an expressive car was turned into an actual vehicle for expression, and the concept for a new Dua Lipa music video was born.
“A car as visually striking as the LIT IS required an equally dramatic debut,” said Brian Bolain, Lexus general manager of product and consumer marketing. “A music video was a perfect place to launch the LIT IS and working with Dua Lipa allowed the concept to come to life, putting a spotlight on the Lexus IS in an entirely new way.”
The custom car produces 175,000 lumens when fully illuminated, and the LED strips, if placed end-to-end, would stretch half a mile in length. Three distinct modes allow the LIT IS to interact with sounds and people in its vicinity. Attract mode features a loop of colorful graphics that highlight the strong lines of the IS and play into its bold styling. Music Viz mode is designed to respond to music, as the LEDs will create custom, responsive displays that perfectly sync to any song. Gesture mode allows the motion of the LED animations to be controlled by users’ hand movements with the help of a gaming console. This mode directly connects the car and the driver, allowing the person to send a signal and see the car respond.
Highlights:
-41,999 programmable LEDs turn the car into a screen capable of broadcasting dynamic graphics and videos
-UK chart-topping artist Dua Lipa’s new music video for her hit song “Be the One”
-Luxury agency Team One concepted and collaborated with Lexus, Vevo, Tool and interactive director Aramique to create the LIT car.
-175,000 lumens when fully illuminated, and the LED strips, if placed end-to-end, would stretch half a mile in length
-Three distinct modes allow the LIT IS to interact with sounds and people in its vicinity.
1. Attract Mode features a loop of colorful graphics that highlight the strong lines of the IS and play into its bold styling.
2. Music Viz Mode is designed to respond to music, as the LEDs will create custom, responsive displays that perfectly sync to any song.
3. Gesture Mode allows the motion of the LED animations to be controlled by users’ hand movements with the help of a gaming console. This mode directly connects the car and the driver, allowing the person to send a signal and see the car respond.
Team One, a luxury and premium agency within Saatchi & Saatchi, is behind the LIT car and the entire Lexus IS marketing campaign.
CREATIVE CREDITS:
Agency: Team One
Chief Creative Officer: Chris Graves
Executive Creative Director: Alastair Green
Associate Creative Director: Amanda Abrams
Associate Creative Director: Ryan DiDonato
Art Director: Adam Bright
Copywriter: Eric Jorgensen
Senior Producer: Kristen Little
Associate Director, Interactive Production: Chad Bauer
Management Supervisor: Trina Sethi
Group Account Director: Joel Dons
Associate Media Director: Elaine Evangelista
Associate Media Director: Scott Thornton
Media Supervisor: Tiffany Hsu
Media Supervisor: Melissa Lam
Program Manager: Jamie Lau
Project Manager: Laura Schluckebier
Production: Tool
Interactive Director: Aramique
Managing Partner, Digital: Dustin Callif
Managing Partner, Live Action: Oliver Fuselier
Executive Producer: Jennifer Baker, Erich Joiner
Director of Digital & Experiential / EP: Chris Neff
Technical Director: Jeff Crouse
Producers: Jennifer Baker, Bill Galusha
Lead Software Developer: Matt Felsen
Front End Programmer: Lars Berg
Lead Designer: Mau Morgo
Sound Designer: Gary Gunn
Jr. Digital Producer: Jean Chang
Fabrication: SCPS Unlimited
Post Production: Team One Multimedia
Executive Content Producer: Bryan Cook
Associate Director Multimedia: Gina Grosso
Editor: Gabe Diaz
Assistant Editor: Brendan Carney
Lead Motion Graphics Artist: Robert Johnston
William McGuigan: Audio Mix / Sound Design
Color: The Mill
Colorist: Derek Hansen
Executive Producer, Color: Thatcher Peterson
Color Producer: Diane Valera
Production Coordinator: Robert Cohen
Music Video Production
Media Partner: Vevo
Vevo Media Sales: Michelle Gable, Oscar Contreras
Vevo Brand Solutions: Sophia Reichenbach, Rachel McEnerney, Allie Goodchild
Vevo Production: Dave Kalvert
Vevo Talent Relations: Parul Chokshi
Talent
Artist: Dua Lipa
Artist Management: TAP Management
Artist Record Label: Warner Bros. Records
Male Lead: Ansel Elgort
Production: Anonymous Content
Director: Daniel Kaufman
Director’s Representative: Caroline Clayton
Executive Producer: Nina Soriano
Line Producer: Mark Berger
-ADVERTISEMENT-