The Drum Awards Festival - Official Deadline

-d -h -min -sec

Author

By Tony Connelly, Sports Marketing Reporter

March 11, 2016 | 2 min read

Lexus Europe has partnered with Jude Law to create a 360 degree immersive theatre ad for its new 2016 Lexus RX.

The six minute long interactive video features Jude Law acting as personal guide in the ad which was created in collaboration with East City Films and leading London theatrical agency The Department.

The shoot used over 80 individual GoPro Hero 4 cameras, 25 hidden microphones and three bespoke car rigs so as to give viewers freedom to move around during the ad.

In the video the unsuspecting central characters believe they attending a VR car launch for the new Lexus RX in a disused underground bank vault and London’s Tom Dixon-designed Mondrian hotel.

However after taking off their Oculus Rift headsets they find themselves in the middle of a film set surrounded by a frantic film crew congratulating them on the successful shoot. They are then rushed off to a makeshift premier of their performance where Jude Law surprises them.

Discussing the creation of the ad, Jude Law said: “The 360-degree video provides a glimpse behind the scenes of what was an epic 14 scene production. In immersive theatre, the audience is often left wondering how everything came together and this video lifts the lid on some of that. We worked with a very talented team to create the experience and hope everyone who watches this video has as much fun navigating their way around it as we did putting it on.”

Spiros Fotinos, head of marketing at Lexus Europe, said: “This campaign has been about sharing the amazing experiences that are ‘The Life RX’. We’ve been inspired by the pioneering spirit of the Lexus brand to create new ways to tell our story.

He added: “Whether you look at the bespoke POV camera we created to shoot the TVC, the use of immersive theatre or the sound and lights technology we have used, everything is cutting edge.”

Virtual Reality (VR) Future of TV Lexus

More from Virtual Reality (VR)

View all