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CHI, Riff Raff & MPC Join Forces for Lexus

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Jonas and Francois direct luxurious new spot

CHI, Riff Raff & MPC Join Forces for Lexus

Launching the new Lexus CT, the 60” commercial is a visually stunning spot that provides a perfect metaphor for the brand’s tagline 'concentrated luxury'. 

VFX Supervisor Kamen Markov says, “Jonas and Francois’ aim was to create a series of beautifully crafted, seemingly random images that flow together. The images – liquids, silks, an elegant fish, and a blooming flower - all represent luxury in its purest form. From the start, we knew this would be an evolving project with a consistent flow of creative ideas being integrated into the edit and the overall visual presence of the film.”

The commercial focuses on the link between the organic and the mechanical; with the main focus for MPC’s 2D team being smooth transitions between the car and the flowing liquids and silks. 

Lexus 'Amazing In Motion' 60" Ad. - Directed by Jonas & Francois for CHI & Partners, London. from EditMSM - Matthew McKinnon on Vimeo.

Kamen continues, “As an artist, the project was a fantastic opportunity to work beyond your comfort zone, dive into the material and allow yourself to be surprised.”

The liquid droplets at the opening and close of the spot were created entirely in Flame and the blooming Gardenia flower was created in CG using reference supplied by the directors.

MPC’s work also included extensive clean up of the car and backgrounds and the addition of lighting detail and flares which help to tie the shots together and enhance the bold colour scheme of the spot.


Credits


Agency: CHI

Agency Producer: Roz Prentice

Creatives: Monti Verdi, James Crosby, William Cottam


Production Company: Riff Raff

Director: Jonas & Francois

Production Company Producer: Sonya Sier

DOP: Tim Green

Vehicle Director: Konrad Begg


Production Company: Money Into Light


Editor: Matthew Mckinnon @ Family


VFX: MPC

VFX Producer: Jamie Loudon 

VFX Supervisor: Kamen Markov

CG Supervisor: Martin Blunden

Grade: MPC 

Colourist: Richard Fearon


Original Music: Wake The Town 

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Genres: Luxury

Categories: Automotive, Cars

MPC London, Mon, 17 Feb 2014 13:11:20 GMT