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KUALA LUMPUR, Malaysia - Lexus took its 'Amazing in Motion' advertising campaign to the Kuala Lumpur skyline 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.
It's the third instalment in a Lexus global promotional campaign.
The ‘Lightmen’ were positioned on the rooftops of some of the tallest buildings in the Malaysian capital dressed in custom-made suits studded with light-emitting diodes linked to a computer system controlling each LED’s strobe pattern, one by one, creating a breathtaking display of illuminated figures seemingly flying above the city.
LEXUS-INSPIRED
'Strobe', created by CHI & Partners London and directed by Adam Berg1 of Stink Productions, is being shown globally as part of the 'Amazing in Motion' campaign across TV, cinema, print, outdoor, digital and social media.
VIDEO: Watch the 'Strobe' team in action!
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 Burnham – creator of the Batsuit for the Batman movies – and world-renowned technical director Adam Wright.
Their work took cues from Lexus vehicles, including the hallmark spindle grille and the LED headlights on the RC F high-performance coupe. The suits took six weeks to make, each containing 1680 diodes and all wirelessly controlled to strobe on demand.
Mark Templin, executive vice-president of 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 the Lexus ambition to connect with the hearts as well as the minds of consumers.”
The KL performance was accompanied by music from Computer Magic, an electronic music solo project from New York, and DJ Danielle ‘Danz’ Johnson. 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, and 'Swarm', which took quad-rotor technology out of the engineering environment to create a choreographed flight of miniature craft.
It's the third instalment in a Lexus global promotional campaign.
The ‘Lightmen’ were positioned on the rooftops of some of the tallest buildings in the Malaysian capital dressed in custom-made suits studded with light-emitting diodes linked to a computer system controlling each LED’s strobe pattern, one by one, creating a breathtaking display of illuminated figures seemingly flying above the city.
LEXUS-INSPIRED
'Strobe', created by CHI & Partners London and directed by Adam Berg1 of Stink Productions, is being shown globally as part of the 'Amazing in Motion' campaign across TV, cinema, print, outdoor, digital and social media.
VIDEO: Watch the 'Strobe' team in action!
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 Burnham – creator of the Batsuit for the Batman movies – and world-renowned technical director Adam Wright.
Their work took cues from Lexus vehicles, including the hallmark spindle grille and the LED headlights on the RC F high-performance coupe. The suits took six weeks to make, each containing 1680 diodes and all wirelessly controlled to strobe on demand.
Mark Templin, executive vice-president of 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 the Lexus ambition to connect with the hearts as well as the minds of consumers.”
The KL performance was accompanied by music from Computer Magic, an electronic music solo project from New York, and DJ Danielle ‘Danz’ Johnson. 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, and 'Swarm', which took quad-rotor technology out of the engineering environment to create a choreographed flight of miniature craft.
