The campaign's other broadcast spots, entitled "Details" and "Split Screen," also employ unique visual approaches to highlight the combined features of the new IS.
Vogel, who credits his background as a computer artist and his continuing experiments with visual effects as important aspects of his creative process, shared these comments on the campaign's first spot: "I am personally interested when I can be surprised by something that we can't see in our real dimension. 'Running Rings' is the metaphor of the birth of the new Lexus. The idea is that by multiplying, the couple in the forest make the car appear using a kind of magic trick, like the hat of a magician."
Agency: Team One, El Segundo, CA
Production: Paranoid Projects: Tool
Director: François Vogel
Director of Photography: Alex Lamarque
Sound Design/Editing Co: Chrome
Sound Designer/Editor: Hal Honigsberg
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