Lexus - Pop Up (2007) 0:30 (USA)

Agency: Team One Visual Effects: a52

a52's artists have played important roles in each of these campaign elements, and as explained by Jon Pearce, Team One’s creative director on the campaign along with Gavin Lester, "a52 was immensely important in conveying the 'reality' of a giant pop-up book. We wanted the spot to feel as real as possible. What we found in the course of production was that building a pop-up book over 20 feet tall to accommodate a full-sized Lexus was physically impossible. To be more exact, the book could have been built that large, but the weight of the pop-up extensions would have been too great, and turning the pages on a book that large at a rate that could accommodate a 30-second spot was problematic. "As a result," Pearce continued, "production built a giant, full-sized book frame for green screen, with tabs and wheels that could be manipulated by actual stage hands. And the actual pop-up book with moving parts was a mere six feet high, which was then married to the green screen frame at a52. The guys at a52 put complete heart and soul into making the effect as lifelike as humanly possible. As with all intricate effects jobs, passion is the driving force that usually propels the end result beyond merely convincing to something quite amazing."

Credits: PROJECT NAME: Lexus "Pop-Up" RUNNING TIME: :30 DATE OF FIRST AIRING: 10/22/2007 FILM STAGE/LOCATIONS: Long Beach Harbor, The Lot in Hollywood AD AGENCY: Team One CITY/STATE: El Segundo, CA CREATIVE DIRECTORS: Jon Pearce, Gavin Lester ART DIRECTOR: Kevin R. Smith COPYWRITER: Dave Horton AGENCY EXECUTIVE PRODUCER: Jack Epsteen AGENCY PRODUCER: Jennifer Weinberg PRODUCTION COMPANY: Smuggler CITY/STATE: Hollywood, CA DIRECTOR: Oskar Holmedal/Stylewar EXECUTIVE PRODUCER: Brian Carmody LINE PRODUCER: Line Postmeyr DIRECTOR OF PHOTOGRAPHY: Toby Irwin TELECINE: R!OT CITY/STATE: Santa Monica, CA COLORIST: Clark Muller EDITORIAL COMPANY: Butcher CITY/STATE: Santa Monica, CA EXECUTIVE PRODUCER: Rob Van EDITOR: David Henegar ASST. EDITOR: Rachel Connelly VISUAL EFFECTS COMPANY: a52 CITY/STATE: Santa Monica, CA EXECUTIVE PRODUCER: Mark Tobin PRODUCER: Sarah Haynes VFX SUPERVISOR: Andy Hall LEAD FLAME ARTIST: Raul Ortego VFX ARTISTS: Kirk Balden, Tim Bird, Mike Bliss, Brandon Jolley CGI LEAD ARTIST: Dan Gutierrez CGI ARTISTS: Kevin Clarke, Chris Janney, Kirk Shintani ADDITIONAL FINISHING: Company 3 CITY/STATE: Santa Monica, CA VFX ARTIST: Ben Looram MUSIC & SOUND DESIGN COMPANY: Robot Repair CITY/STATE: Venice, CA EXECUTIVE PRODUCER: Doug Darnell COMPOSER: Kael Alden FINAL MIX: Juice CITY/STATE: Santa Monica, CA MIXER: Bob Gremore VOICEOVER ARTIST: Jim Sloyan