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Behind The Scenes Lexus “A Better Tomorrow”



Shooting a film with a one of a kind concept car for her Lexus Short Film "A Better Tomorrow" thrilled and challenged director Mitsuyo Miyazaki. In this behind the scenes piece, Miyazaki and producers reveal how they overcame the obstacles and imbued even more Japanese authenticity into the story-with the help of world-renowned animator Koji Morimoto.

Below, directors and producers share the end of their journey, as well as the end of the adventure for the young lead actors as they return to their home.

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Lexus and Team One Introduce New RXL Models in Latest ‘Emily’ TV Spot


To debut the all-new, three-row 2018 RX 350L and RX 450hL, Lexus has developed a comprehensive marketing campaign to highlight the luxury, flexibility and logistical liberty that three rows can offer. Available in six- or seven-passenger capabilities, the new RXL models will retain the RX’s sophisticated features while providing more room for the unexpected.

“The RX has been the top-selling luxury utility vehicle in the U.S. for more than 20 years, and we’re excited to offer the next evolution of the iconic crossover in two flavors: the V-6 RX 350L and the powerful multistage RX 450h,” said Cooper Ericksen, Lexus vice president of marketing. “The RXL marketing campaign is targeted at the modern family who values the luxury of space and flexibility for whatever life throws at them.”

“Emily,” a general market TV spot, will begin airing nationally on Jan. 13, 2018. The spot highlights the versatility of three rows by featuring a young family in everyday scenarios, such as driving their little girl and several friends to a birthday party, loading in all the dogs and having enough room for all their daughter’s stuffed animals. Emily, who appears to be an only child, explains that while her parents think their new car is for them – it’s actually hers. At the end of the spot, the pregnant mom asks her daughter if she’s excited for her new baby sister to come home, and the camera catches an astonished look on Emily’s face with the voiceover explaining that you can experience space for the unexpected with the new Lexus RXL.

The integrated campaign will appear nationally and regionally on broadcast, digital, print, out-of-home media and radio. The television spot will air during prime time, cable, late night and sports programming on networks like CBS, HGTV, ESPN, Golf Channel and during the 2018 Winter Olympics on NBC. The RXL will have digital presence on major automotive sites, including MSN Autos, Cars.com, Edmunds and more. Full-page color print ads of the RXL that note “Third Row is the Charm” will run in high-end business, lifestyle, travel and automobile publications, such as Fortune, Real Simple, Vanity Fair, and Conde Nast Traveler. Lexus has strategically placed out-of-home billboards in 12 major U.S. markets, including high-profile media placements in Times Square and at Capital One Arena. Radio will run on national and local levels and a targeted social media campaign will launch in the coming weeks.

Multicultural elements will further the reach of the campaign. Adaptions and translations of the general market spots will target the Asian-American audiences while new creative will be developed for Hispanic and Black markets, including two TV spots titled “Más juntos, menos revueltos,” “The world is your oyster” and an online video for the LGBTQ market, titled “Never enough.”




CREDITS
Agency: Team One, Los Angeles, CA (USA)
Associate Business Affairs Manager: Nadia Estrada
Producer: Reilly Park
Chief Creative Officer: Chris Graves
Group Creative Director: Craig Crawford
Creative Director/Art Director: Javier Torok
Creative Director/Copywriter: Geoff Vreeken
Program Manager: Jamie Lau
Account Management Supervisor: Ben Allison
Product Insights Manager: Jeremy Wenniger
Executive Producer: Sam Walsh

Production Company: Radical Media
Executive Producer: Donna Portaro
Director: Sebastian Strasser
Producer: Jeremy Barrett
DP: Roman Vasyanov
Production Designer: Jahmin Assa

Editorial Company: Union Editorial
Executive Producer: Joe Ross
Editor: Jim Haygood
Assistant Editor: Jed Stuber
President/Managing Director: Michael Raimondi

Post-Production Company: MPC
VFX Supervisor: Rob Hodgson
Flame Lead: Rob Ufer
Post Producer: Susie Cobb

Telecine: MPC
Colorist: Mark Gethin

Post Production Company (Pack Shot): Arsenal Creative
CG Lead: Brian Lee
CG Artist: Julian Fitzpatrick
Producer: Esther Minitser
Executive Producer: Cortney Haile

Music Co: Human
Composer: Matthew O’Malley
Creative Director: Gareth Williams
Executive Producer: Jonathan Sanford

Voiceover: Minnie Driver
Recording Studio: Juice Studios
Sound Mixer – Bruce Beuckert

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