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Lexus Elevate

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Created by Lexus in partnership with advertising agency Team One and production studio UNIT9, ‘Lexus Elevate’ is the next step in virtual reality (VR). ‘Lexus Elevate’ is an immersive 360-degree film experience using the Samsung Gear VR + Samsung Galaxy S6 that tells the story of why pro cyclist Christian Vande Velde loves the sport. 

“Accompanying Vande Velde on a ride is an exhilarating adventure,” said Brian Smith, Lexus marketing vice president. “‘Lexus Elevate’ combines our passion for innovative technology and superior performance, characteristics that pro cyclists and fans can appreciate. This film illustrates the determination and effort needed to become the best.” 

Before the finish line, before the podiums, before the accolades there are the hours, months and years of training. Through a stunning visual narrative, ‘Lexus Elevate’ allows viewers to experience what it means to train and ride like pro cyclist Christian Vande Velde in the iconic mountains of Malibu, California from an unprecedented perspective. 

“‘Lexus Elevate’ is an opportunity to release the storytelling potential of virtual reality and tell an authentic personal story of a great athlete,” said Alastair Green, executive creative director of Team One. “Vande Velde co-wrote the script with us and we are extremely happy to share his achievements of being on the road with cycling fans everywhere.” 

Music and sound were key to ensuring that the viewing experience is as realistic and immersive as possible. The result is a combination of several layers; the stereoscopic sound design is responsive to viewers’ movements, the calm meditative narration guides the story, and the sense of movement and the tension that the music builds creates a powerful soundtrack, injecting emotion and energy. Together they create a truly impactful VR sound presentation. 

“Virtual reality as a medium is really about releasing the viewer from the limits of a traditional film,” added Anrick Bregman, director at UNIT9. “You can look anywhere, you can make your own version of this film, and have it be different every single time. This edited VR production provides a narrative of Christian’s career story while taking viewers along for a ride literally.” 

Watch ‘Lexus Elevate’ as a 360 video (desktop/mobile) or on Google Cardboard through your Android device.

Digital Production Company

Digital Production: UNIT9 Films


Music Supervision: Plan8

Sound Design: Plan8


Brand: Lexus

Production Company

Director: Anrick Bregman

DOP: Carl Burke

Executive Producer: Michelle Craig

Producer: Rory Mathieson

Production Company: UNIT9 Films

VR Specialist: Joff Harris (VR Technician)

Production Assistants: Katherine Johnson

Line Producer: Alexis Celic

Creative Agency

Account Executive: Amy Davis

Account Supervisor: Jeanna Duff

Art Director: Quoc Lu

Chief Creative Officer: Chris Graves

Copywriter: Mike Rozycki

Creative Agency: Team One

Designer: Lucia Matioli

Executive Creative Director: Alastair Green

Executive Producer: Sam Walsh, Chris Graves, Alastair Green

Producers: Tiffany Otoya, Kristen Little

UNIT9 London, 6 years ago