LEXUS RX Press Product Movie
Crafting Flawless Moments
We created a product movie for the LEXUS RX, a premium crossover SUV. The RX is one of the core models that embodies the LEXUS brand’s refined design and advanced technological capabilities.
We proposed to the PR team a new way to communicate the RX’s appeal more precisely to both media and users.
Drawing on NDC’s photography expertise, we created a movie composed of countless sequential photographs. We embedded short video clips into press releases—which at the time typically only featured still images—while ensuring that any frame could be extracted by media outlets as a high-resolution still image suitable for print.
Movie
This is a “product movie with still-image quality” that utilized the photography skills of Nippon Design Center in order to film a movie. The objective was to communicate the unique design and feeling of quality of the product in a way that was simple and attractive. One feature of the movie is the quality which allows high-resolution photos suitable for printing to be obtained from it. Both the movie and still images were provided to each media outlet.
Credit
- Direction
- Photography
- Copywriting
- Production Management
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- Tomohiko Nakashima
- Produce
