July 2, 2014: Lexus presented the "STROBE" project - an LED
spectacle in which acrobats and stuntmen suspended across Kuala Lumpur's
night skyline were lit up in succession to create the illusion of
acrobatic motion at impressive speed.
Poised across the rooftops of some of the city's tallest buildings, the
'Lightmen' were dressed in custom-made LED lightsuits that were linked
to a purpose-built computer system that controlled each individual LEDs'
strobes one by one, tracing a breathtaking display of illuminated
figures flying over the city.
Created by CHI & Partners London and directed by Adam Berg1
of Stink Productions, the campaign will run globally across TV, cinema,
print, outdoor, digital and social media.
The spectacle required a team of 40 expert engineers to erect and
control large-scale rigging from which the 'Lightmen' were suspended.
The LED suits, which took six weeks to build, were conceived by
Hollywood costumer designer Vin Burnham2 and world-renowned
technical director Adam Wright3 - taking design cues from
Lexus vehicles, including the iconic spindle grille and the all-new
Lexus RC F LED headlights. Each suit contained 1,680 LED lights, all
wirelessly controlled to strobe on command using specialist software.
Mark Templin, Executive Vice President at Lexus International, said:
"STROBE is the third entry in our 'Amazing in Motion' campaign4.
We created this global series of projects to showcase our imagination
through innovative design and technology. It builds on the Lexus
ambition to connect with the hearts, as well as the minds, of consumers."
Music was provided by Computer Magic, the electronic music solo-project
of New York producer and D Danielle "Danz" Johnson, who is signed
by Kitsuné. Lexus chose the track, 'Running', for the way it
effortlessly complements the sequence of the Lightmen, accentuating the
flow of movement, while the lyrics support the narrative of the Lightman
running through the city at night.
STROBE can be viewed at: https://www.youtube.com/watch?v=jhBfeYxTUB0&feature=youtu.be
1Adam Berg is a world-famous music video and commercials
director. For more than a decade Adam has directed award-winning films
for some of the world's leading brands including Samsung, Ikea, Jordan
and Dulux. In 2009 he was awarded the prestigious Film Grand Prix at
Cannes Lions International Advertising Festival for Philips 16:9
2Vin Burnham is an international, award-winning costume and
creature designer. In her early career she worked for Jim Henson, before
going on to design costumes, including the famous "Batsuit" for Batman.
She recently designed "The Living Dress" for Lady Gaga's "Monster Ball
World Tour" in collaboration with Adam Wright.
3Adam Wright is a world-renowned animatronics and special
effects designer working in TV, film and fashion.
4The 'Amazing in Motion' campaign began with STEPS, a project
that explored motion through two 11ft figures brought to life by the art
of puppeteering. The second project SWARM took existing quadrotor
technology out of its typical engineering environment and moved it into
real world settings and locations. The STEPS and SWARM projects can be
viewed at: http://www.lexus-int.com/amazinginmotion/
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