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Creative in association withGear Seven
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Ride The Curves Of Tori Praver With Lexus And Sports Illustrated
17/02/2012
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Recommended Media's Vic Huber Teams up with TeamOne for this full-throttle homage
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Los Angeles-based Recommended Media director Vic Huber teams up with TeamOne to pay a full-throttle homage to the launch of the 2012 Sports Illustrated Swimsuit Edition in the new 3:40 web film “Lexus & Sports Illustrated Present the ‘Tori 500’”.
 
The “making of” web film features a seductive swimwear shot of Praver augmented and placed onto a racetrack. The skills of professional racecar driver Scott Pruett and stunt driver Greg Tracy are put to the test as they compete to see if they can literally drive around the curves of this Sports Illustrated swimsuit model in the all-new 2013 Lexus GS.  The co-branded campaign also includes a four-page centerfold in the Sports Illustrated Swimsuit Edition, on stands today, two new iPhone and iPad apps, available for download at http://www.lexus.com/Tori500//, that allow users to super-impose themselves into a photo with Praver.
 
To view the work, click here: http://bit.ly/AAMOCT
 
To execute the 1” to 100’ scale, Huber and his production team scoured Southern California to find an ample location to house Praver’s amplified curves.  The team planned carefully to achieve the most accurate lighting for the placement of the swimsuit photo on the aerial track shot.  
 
Huber leveraged his extensive auto experience to capture the expert drivers tearing through the track with utmost speed and precision.  Says director Vic Huber, “It was very exciting to see how many platforms were going to be covered in this campaign: print, web, iPhone.  In one day, we were able to provide assets that will connect to a wide ranging audience that may never have otherwise been reached.”
 
The web film opens on a photo shoot with Praver and fashion photographer Bjorn Iooss, who carefully tweaks the body movements of the supermodel to allow for the maximum possible body angles to be created into the Lexus racetrack.  We jump to the site of the track, where the production team is prepping the scaled track with meticulous measurements and white street paint.  The competing drivers arrive at the track, both hoping to most precisely navigate the twists and turns of Praver’s scaled body in order to win a victory lap with the SI model herself.  Pro racecar driver Pruett edges out stunt driver Tracy by .36 seconds with a time of 0:35.40.  Honoring the win, Praver hops in the passenger seat with Pruett, squealing in excitement as she goes along for the ride around her own body.  The film closes with the super, “Now it’s your turn.  Download the Tori 500 app for iPhone and iPad,” alongside images of the apps.
No stranger to tackling high-octane auto projects, Huber also recently shot a stunning :60 “Jaguar At Play” out of Spark44 that aired on the Grammy Awards.
 
 
Credits:
 
Client: Lexus
Agency: TeamOne, Los Angeles, CA
Creative Directors: David DeRoma, Eric Arnold
Copywriter: Scott Ivener
Art Director: Andrew McGuire
Agency Executive Producer: Sam Walsh
Agency Business Manager: David Peake
Director: Vic Huber (currently at Recommended Media)
Production Company: Bandito Brothers
Executive Producer: Jeff Rohrer
Producer: Beth Pearson
App Design and Development: Superfad, Culver City, CA; Tool of NA, Los Angeles, CA
 
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