| философия | “To capture something striking, you need to keep your eyes open. The more you look, the more you’ll see...” Elsa Bleda Lexus Europe and The&Partnership bring us Sunrise to Sunrise, the new pan-European campaign for the new Lexus UX self-charging Hybrid SUV. Regarded as a game-changer for the luxury car manufacturer, the car has been designed to appeal to a city-dwelling audience who love expanding their horizons and trying new things. The UX is a vehicle that pushes the boundaries; a fun, luxurious car with an efficient next generation self-charging hybrid engine. Shot over five days in Lisbon, Portugal, the 60’ commercial captures the adventures of photographer, Elsa Bleda as she explores the city. An artist who is known to have ‘a life in constant motion’, Bleda’s photographs are renowned for being both elusive and familiar, whilst capturing a mood of dystopia through visibly desolate areas. The majority of the film was shot on the Arri Alexa with Hawk Anamorphic lens, but some footage was captured on a 35mm film with an Arri 435, this gave tangibility and texture to the photography and a deeper aesthetic grain to the shoot. Photographer and lead, Elsa Bleda and Director, Georgi Banks- Davies collaborated with each other from the start; sharing in prep a wealth of inspiration and mood imagery, from all their favourite photographers, film-makers, painters and artists. The launch is Lexus’ biggest media activation to date across Europe, maximising the brand halo and product potential of the all new Lexus UX. Due to be live across premium AV, OOH and digital channels, media will reach and engage a new audience of urban explorers, inspiring them to discover new horizons with the all new Lexus UX. This multi-channel approach will be enriched with real-time audience data and time targeting, tailoring the ‘sunrise to sunrise’ creative concept to the media environment and consumer moments. The result is an audience first and data driven strategy, delivering powerful and emotional storytelling at scale, which showcases the three key benefits of a UX; striking design, advanced technology features and luxurious quality. |