Lexus brought its Amazing in Motion advertising brand campaign to the Kuala Lumpur skyline this week with STROBE, a spectacular presentation in which advanced lighting technology created the effect of a fast and daring aerial display by a team of suspended acrobats and stunt professionals.
The ‘Lightmen’ were positioned on the rooftops of some of the tallest buildings in the Malaysian capital, dressed in custom-made LED suits. These were linked to a purpose-built computer system controlling each LED’s strobe pattern, one by one, creating a breathtaking display of illuminated figures seemingly flying above the city.
STROBE, created by CHI & Partners London and directed by Adam Berg1 of Stink Productions, will be shown around the world as part of the Amazing in Motion campaign, across television, cinema, print, outdoor, digital and social media platforms.
A team of 40 expert engineers erected and controlled the giant rigging system from which the Lightmen were suspended. The LED suits were designed by Hollywood costumier Vin Burnham2 – creator of the Batsuit for the Batman movies – and world-renowned technical director Adam Wright3. Their work took cues from Lexus vehicles, including the hallmark spindle grille and the LED headlights featured on the RC F high-performance coupe. The suits took six weeks to make, each one containing 1,680 LEDs, all wirelessly controlled to strobe on demand.
Mark Templin, Executive Vice President Lexus International, said: “STROBE is the third entry in our Amazing in Motion campaign. We created this global series of projects to showcase our imagination through innovative design and technology. It builds on Lexus’s ambition to connect with the hearts as well as the minds of consumers.”
The performance was accompanied by music from Computer Magic, an electronic music solo project from New York producer and DJ Danielle ‘Danz’ Johnson, who is signed to Kitsuné. Lexus chose the track Running for the production as it effortlessly compliments the Lightmen sequence, accentuating the flow of movement, while the lyrics echo the narrative of the figures running through the city at night.
STROBE follows two earlier campaign projects: STEPS, in which puppeteers brought two giant figures to life in a city centre setting; and SWARM, which took quadrotor technology out of the engineering environment to create a choreographed flight of miniature craft.
STROBE can viewed at: –
- Ad clip: https://www.youtube.com/watch?v=jhBfeYxTUB0&feature=youtu.be
- Website: amazinginmotion.com/strobe
- Lexus Global YouTube channel: youtube.com/lexusglobal