El Segundo, Ca - The 2014 Lexus IS has a bold new design, which makes it impossible to blend into the scenery. Recognizing that some beauty is impossible to camouflage, Team One created an interactive ad based on the concept of "Blending Out" for the Sports Illustrated Swimsuit Issue that allows readers to use their mobile phones to view videos of swimsuit models walking on the printed page.
"Blend Out" is a four-page interactive experience. To create it, Team One cast three swimsuit models to pose with the Lexus IS on a set that they designed and then built from scratch. Using different techniques like body painting, high-contrast light and shadow and stretched fabric, they camouflaged the models within the scene-actually making them part of the set design. In order to reveal the models, readers can scan a QR code or go to LexusBlendOut.com with their smartphones. When they place their phones on the page, the models come to life, walking out from the background and revealing themselves in their swimsuits.
The interactive ad is a teaser in advance of the full campaign launch in June. As part of this preview to the full campaign, the Lexus IS Reveal Video "Change Lanes" will be featured as part of Sports Illustrated's first-ever 3-D projection mapping activation on the facade of Caesars resort in Las Vegas on February 13.
YouTube Link: http://www.youtube.com/watch?v=wSK3qXIgzIE
Creative Credits:
Agency: Team One
Chris Graves, Chief Creative Officer
Alastair Green, Executive Creative Director
Craig Crawford, Group Creative Director
Eric Arnold, Associate Creative Director
Dustin Arnold, Art Director
Jason Lau, Senior Art Producer
Kelly Stevens, Account Director
Eddie Stover, Director of Technology
Chad Bauer, Senior interactive Produce
Rob Edwards, Technologist
Emily Smith, Experience Designer
Photography
Carlos Serrao, Photographer/Director
Kim Johnson, Executive Producer
Music: The Hit House