Lexus debuts 360-degree 'Immersive Theatre' campaign starring Jude Law
Lexus is the latest brand to embrace 360-video with the unveiling of a live immersive theatre production starring Jude Law.
The automaker's European arm has created a film to let viewers go behind the curtain of an experience designed to promote its new RX SUV model.
The spot sees two unsuspecting guests turn up to the car's launch party only to be handed a pair of Oculus Rift headsets and treated to a multi-sensory experience which sees them take on the role of Hollywood A-listers.
Fans can experience the glitz and glamour for themselves thanks to a 360-degree version of the campaign which gives them a 'fly on the wall' perspective of Law encouraging the guests to improvise as they're propelled into the world of celebrity.
Freuds created the video in collaboration with East City Films and London theatrical agency The Department. The clip was directed by Secret Cinema's Simon Evans while the set was designed by Olivier Award-winning creative Joanna Scotcher.
Spiros Fotinos, head of marketing at Lexus Europe said: "We’ve been inspired by the pioneering spirit of the Lexus brand to create new ways to tell our story.
"Whether you look at the bespoke point-of-view camera we created to shoot the campaign, the use of immersive theatre or the sound and lights technology we have used, everything is cutting edge.”