"We Heard You" & "Future Proof"
For the Lexus ES, Rich and the team utilised in-camera visual effects, dynamically changing the time of day and seamlessly transporting the viewer through multiple environments.
“I’m an early adopter of virtual production, so when I saw that the creative could actively embrace this technology, I was all in,” commented Rich.
For Lexus NX, Rich wanted to continue along the same theme of capturing as much of the action as possible in camera. Real pizza delivery drones were flown down the streets of Los Angeles, but not all of them reached their intended destination. Recognizing the limits of practicality, Framestore’s VFX team, led by Lawrence Jones, was enlisted to create the robot that watches in awe as the autonomous vehicle parks itself.
“It was a blast collaborating with Team One and Lexus, their enthusiasm for the project and brand is infectious and really made its way into the creative,” Rich adds.