Automotive manufacturer Lexus has engaged marketing and technology consultancy Amaze to create an interactive movie for the launch of its new generation IS.
As Lexus’ long-term digital partner, the two-minute-long movie from Amaze seeks to act as the online centrepiece for the IS launch. Consisting of six interactive chapters, the movie allows viewers to explore both the interior and exterior features of the latest addition to the Lexus hybrid line.
The showcase blends actual footage and CGI to enable viewers to both watch and control the experience. While watching the movie viewers can select the exterior colour design, learn more about the control, precision handling and breakthrough engineering of the new line, picking and choosing which features they would like to explore as they watch.
To create the seamless link between the real and the virtual, Amaze filmed the IS driving through different landscapes before joining forces with Munich-based 3D visualisation experts RTT to scan and take 360 degree images of the environment and key points.
“We have worked closely with Amaze for some time delivering a fully integrated digital strategy and website. They have continued to help us break new ground in digital marketing and keep our brand at the forefront of innovation in the digital space,” commented Christophe Meulemans, communications manager at Lexus Europe.
Built in HTML5, the experience works across all devices and features as the content of an app built to promote and sell the IS.
CCO at Amaze, Wendy Stonefield, added: “We have enabled viewers to move easily from a ‘passive’ watching experience to an active ‘immersive’ experience, where they can pause the movie to spin and change the colour of the car within the movie itself…We wanted to create a movie that was beautiful and remarkably sophisticated – something that would be true to the IS and Lexus brand. Our aim was to explain the car’s attributes and allow an ultra-high-quality experience to bring the emotion of the drive directly to the viewer through full screen, movie footage.”