Director Andrew Douglas Teams with A52's Simon Brewster to Help Lexus Put the World On Notice
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WEST HOLLYWOOD, CA (May 02, 2003) -- Visual effects and design company A52 today proudly detailed their visual effects work for Anonymous Content and director Andrew Douglas for Team One Advertising's new Lexus RX 330 luxury utility vehicle broadcast campaign. The campaign's teaser :30, entitled "Boardroom," broke nationally on Mar. 15, and three more :30s ("Auditorium," "Clean Room" and "Test Track") continue airing nationwide.
In 1998, the original RX 300 created the luxury crossover segment, and the second-generation vehicle-the RX 330-is expected to revolutionize it. In this new campaign launching the RX 330, teams representing the company's international competitors in England, Italy and Germany analyze the star vehicle and are astonished at their findings. The narrator closes each spot with, "The entirely new Lexus RX330... putting the world on notice, again."[an error occurred while processing this directive]
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Captured by director/director of photography Andrew Douglas on locations all around Italy, only one of the four spots ("Auditorium") was effects-oriented, and yet each one was touched by A52's creative director and Inferno artist Simon Brewster, who has a colorful history working in tandem with Douglas: . Their collaboration on Jeep "Hand" earned 2000 AICP Visual Style honors . In 2001, they teamed for an Infiniti Q45 campaign that won an International Automotive Advertising Award . Other brands recently enlisting their teamwork include Audi, Ford and Lincoln
For the new Lexus campaign, A52's efforts ranged from meticulous clean-up work in each spot to painstaking compositing for "Auditorium" - all of which was handled in discreet Inferno. Among the main feats for the latter spot were shooting still photographs of the RX330 on a turntable and tracking and compositing those images onto screens behind various presenters. "Basically," Brewster explained, "this campaign consists of very good live-action spots that just needed a little visual effects help along the way. In a situation like this, with everyone knowing and trusting everyone else, we're relied upon to just get on with the job - which makes it a very enjoyable process. In the end, the clients were very happy and they loved the spots."
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Team One Advertising's executive producer Jack Epsteen acknowledged that love - not only for the campaign, but also for Brewster, the team at A52 and their project contributions. "Overall," he said, "I think they just gave the spots a great look by adding lots of little imperceptible things to unify the appearance across the campaign."
In addition to Jack Epsteen, Los Angeles-based Team One's team also included creative director James Dalthorp, art director James Hendry and copywriter Craig Crawford.
A52's managing director is Rick Hassen, their executive producer is Darcy Leslie Parsons and the producer for this project was Scott Boyajan. Additional members of their project team included artist Westley Sarokin and online editor Scott Johnson.
Production was overseen by Anonymous Content's executive producer Andy Traines and producer Suzanne Hargrove. Telecine was handled by colorist Stefan Sonnenfeld at Santa Monica's Company 3. The editorial team from Santa Monica's Mad River Post was led by editor Michael Elliott, who together with Jeff Payne of Santa Monica's Eleven Sound Studios also handled sound design; Payne handled the final mix. The original music track was provided by Elias Arts, also of Santa Monica. Elias' credits include creative director David Gold, executive producer Ann Haugen, and composers Danny Hulsizer ("Boardroom"), Michael Sherwood ("Clean Room") and Jimmy Haun ("Auditorium" and "Test Track").
About A52
Established in 1997 as a home for the very latest high-end visual effects technologies and the industry's most talented graphic design artists, West Hollywood visual effects and design company A52 creates award-winning imagery for the world's most visually ambitious commercial and music video projects. The company's work has been honored as being among the very best throughout its marketplace, having received top honors from AdWeek, Advertising Age, Creative Review, Creativity, Shoot and Shots... and also having received AICP Show recognition for three consecutive years along with recent "Outstanding Commercial" Emmy, Automotive Advertising, BDA, Clio, British Design and Art Direction, London International Advertising, PROMAX and International Monitor Awards. For more information, please call executive producer Darcy Leslie Parsons at 310.385.0851.
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