| Title | Lexus Elevate |
| Agency | Team One |
| Campaign | Lexus Elevate |
| Advertiser | Lexus |
| Brand | Lexus |
| Posted | September 2016 |
| Business Sector | Cars |
| Story | After two years of partnering with the USA Pro Cycling Challenge (USAPCC), Lexus needed that extra push to be recognized as an authentic partner and supporter of the sport and to drive future consideration among this target audience. Our goal was to increase awareness of the event among spectators on-site and enthusiasts watching at home. 7M PR impressions later, we did just that. Lexus proves with “Elevate” that virtual reality isn’t just a gimmick but a credible filmmaking technology. “Elevate” is an immersive 360-degree film experience using the Samsung Gear VR + Samsung Galaxy S6 that tells the story of why pro cyclist Christian Vande Velde loves the sport. It’s not just a technical experiment using 360-degree video technology or a simple single camera setup but has a beautiful narrative that puts you in the mind and saddle of one of the world’s greatest cyclists from an unprecedented perspective. The campaign won several FWAs and a Gold Graphis Award. |
| Media Type | Digital |
| Length | |
| Concept | Team One |
| Executive Producer | Chris Graves |
| Executive Producer | Sam Walsh |
| Executive Producer | Michelle Craig |
| Director of Photography (DOP) | Carl Burke |
| Executive Creative Director | Alastair Green |
| Executive Producer | Alastair Green |
| Director | Anrick Bregman |
| Art Director | Quoc Lu |
| Creative Director | John Dohrmann |
| Talent/Actors | Christian Vande Velde |
| Producer | Tiffany Otoya |
| Producer | Kristen Little |
| Copywriter | Mike Rozycki |
| Designer | Lucia Matioli |
| Account Supervisor | Jeanna Duff |
| Account Executive | Amy Davis |
| Producer | Rory Mathieson |
| Line Producer | Alexis Celic |
| VR Technician | Joff Harris |
| Editor | Joe Randall-Cutler |
| Digital Production | UNIT9 |
| Music & Sound Design | Plan8, Stockholm |
| Chief Creative Officer | Chris Graves |