Logan, a creative studio with offices in Los Angeles and New York, worked on the new Lexus ES series “A Product of Mastery” campaign with agency Team One. The goal was to showcase the interior craftsmanship and amenities of this luxury sedan with detailed animations. Viewers are at first given just a glimpse of these features as the spot builds toward a reveal of the sedan’s design.
The campaign was created entirely in CG. “When we first saw Team One’s creative brief, we realized we would be able to control the environments, lighting and the overall mood better by using CG, which allowed us to make the campaign stand apart aesthetically and dramatically compared to shooting the products practically. From day one, our team and Team One were aligned on everything and they were an incredible partner throughout the entire process,” says Logan executive producer Paul Abatemarco.
The three spots in the campaign totaled 23 shots, highlighting things like the car’s high-end Mark Levinson sound system. They also reveal the craftsmanship of the driver seat’s reverse ventilation as infinite bars of light while in another spot, the sedan’s wide-view high-definition monitor is unveiled through a vivid use of color and shape.
Autodesk Maya was Logan’s main CG tool, but for the speaker spot they also called on Side Effects Houdini and Cinema 4D. All previs was done in Maya.
Editing was done on Adobe Premiere and they color graded in Resolve in their certified-Dolby Color Studio. According to Waka Ichinose and Sakona Kong, co-creative leads on the project, “We had a lot of visual ideas, and there was a lot of exploration on the design side of things. But finding the balance between the beautiful, abstract imagery and then clearly conveying the meaning of each product so that the viewers were intrigued and ultimately excited was a challenge. But it was also really fun and ultimately very satisfying to solve.”