Team One presents Unfollow spot for Lexus
Spot directed by Hannah Mariah Heidrich through Reset.
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Taking the road less traveled, going off script, challenging convention... no matter your turn of phrase, the feeling is the same. We’re all looking for ways to shake things up and keep life exciting.
To capture these feelings, Lexus has debuted the Never Lose Your Edge campaign to mark the launch of the all-new 2023 Lexus RX. The campaign is an ode to the Lexus’s relentless pursuit to improve the RX with each new generation. The campaign was designed to highlight the vehicle’s new bold design, intuitive technology, and performance-driven electrification.
For the campaign’s entire marketplace spot, Lexus tapped long-time partner Team One, Publicis Groupe’s fully integrated media, digital and communications agency for premium brands. Team One’s Unfollow plays on the universal appeal of The Wizard of Oz.
Credits
powered by
- Agency Team One/Los Angeles
- Production Company Reset
- Director Hanna Maria Heidrich
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Credits
powered by
- Agency Team One/Los Angeles
- Production Company Reset
- Director Hanna Maria Heidrich
- Editing Cabin Editing Company
- Color/VFX/Post Production JAMM
- VFX TiltShift
- Music Squeak E Clean Studios/USA
- Audio Post Margarita Mix
- Executive Producer Jen Beitler
- Executive Producer Michael Garza
- Producer Matt Wersinger
- Head of Production John Moran
- DP Roman Vasyanov
- Production Designer Meghan McClure
- Managing Partner Carr Schilling
- Executive Producer Adam Becht
- Senior Producer Dale Nicholls
- Editor Rami D'Aguiar
- Executive Producer Asher Edwards
- Producer Anna Dood
- VFX Supervisor Benoit Mannequin
- HP Shelby Wong
- Creative Director Felix Urquiza
- Colorist Adam Scott / (Colorist)
- Executive Music Producer Michael Gross
- Executive Creative Director Rob Barbato
- Creative Director Julie Nichols
- Senior Music Producer Max Taylor / (Senior Music Producer)
- Composer Zac Colwell
- Executive Producer Whitney Morris
- Operations Manager Brian Frank /(Operations Manager)
- Audio Mixer Bruce Bueckert
- Associate Director Content Production Leah Bohl
- Chief Creative Officer Chris Graves
- Creative Director/Art Director Philipp Dietz
- Creative Director/Copywriter Britt Wilen
- Executive Creative Director Jason Stinsmuehlen
- HP Sam Walsh
- Senior Music Supervisor Neil Cleary
- Senior Producer Ann Truong
Credits
powered by
- Agency Team One/Los Angeles
- Production Company Reset
- Director Hanna Maria Heidrich
- Editing Cabin Editing Company
- Color/VFX/Post Production JAMM
- VFX TiltShift
- Music Squeak E Clean Studios/USA
- Audio Post Margarita Mix
- Executive Producer Jen Beitler
- Executive Producer Michael Garza
- Producer Matt Wersinger
- Head of Production John Moran
- DP Roman Vasyanov
- Production Designer Meghan McClure
- Managing Partner Carr Schilling
- Executive Producer Adam Becht
- Senior Producer Dale Nicholls
- Editor Rami D'Aguiar
- Executive Producer Asher Edwards
- Producer Anna Dood
- VFX Supervisor Benoit Mannequin
- HP Shelby Wong
- Creative Director Felix Urquiza
- Colorist Adam Scott / (Colorist)
- Executive Music Producer Michael Gross
- Executive Creative Director Rob Barbato
- Creative Director Julie Nichols
- Senior Music Producer Max Taylor / (Senior Music Producer)
- Composer Zac Colwell
- Executive Producer Whitney Morris
- Operations Manager Brian Frank /(Operations Manager)
- Audio Mixer Bruce Bueckert
- Associate Director Content Production Leah Bohl
- Chief Creative Officer Chris Graves
- Creative Director/Art Director Philipp Dietz
- Creative Director/Copywriter Britt Wilen
- Executive Creative Director Jason Stinsmuehlen
- HP Sam Walsh
- Senior Music Supervisor Neil Cleary
- Senior Producer Ann Truong
The spot features a family resembling the movie characters in the new Lexus RX and asks what if Dorothy had ignored the advice to “follow the yellow brick road” and took the road less traveled instead? Like the all-new 2023 RX, Unfollow reimagines what is possible with a modern interpretation of one of the most celebrated films of all time.
Unfollow will run across linear, connected TV, digital video and social media.
The 2023 RX offers a highly diverse powertrain portfolio encompassing Lexus Electrified variants, as well as the Lexus-first DIRECT4 all-wheel drive system on the all-new RX 500h F SPORT Performance AWD. And, for the first time ever, a plug-in hybrid electric (PHEV) variant will be available.
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