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Lexus Launches ‘Swarm’ The Second Project in the ‘Amazing in Motion’ Brand Series

LONDON and TOKYO, November 21, /PRNewswire/— CHI & Partners announce the launch of ‘Swarm’, the second project in the Lexus ‘Amazing in Motion’ global brand campaign series.

‘Swarm’ is the result of a creative and innovative collaboration between Lexus, Director Sam Brown of Rogue Films and KMel Robotics. ‘Swarm’ takes existing quadrotor technology out of its typical engineering environment and moves it into real world settings and locations. The result is a playful story of quads exploring the city at night while we sleep.

The final film can be viewed at: http://youtu.be/uj0v1BgzUdc

The quadrotor technology developed by KMel Robotics uses innovative 3D mapping software, complex algorithms and motion capture camera equipment. Each quadrotor has reflective markers that respond to infrared light emitted by the cameras. Over 100 times per second each quadrotor is finding out where it is and working out where it should be, in order to achieve precise, synchronized and amazing movements.

The bespoke quadrotors created for ‘Swarm’ took design cues from Lexus vehicles, including the iconic spindle grille, LED headlights and LFA exhaust. The ambition was to bring warmth and personality to an existing colder technology, and the design brief was to balance both high-tech circuitry and aerodynamics with character animation.

‘Swarm’ was filmed in Vancouver, Canada at multiple city locations including a public swimming pool, local supermarket, a vintage barber shop, hotel and the famous Museum of Anthropology designed by Canadian architect Arthur Erickson.

Lexus commissioned Jonathan Goldstein to compose a cartoon-inspired original track, and this was recorded by a 56-piece orchestra in Angel Recording Studios in London.

Editor’s notes

Sam Brown of Rogue Films is one of London’s leading directors, awarded Gold at Cannes and Creative Circle. His commercial portfolio includes work for Virgin and Samsung, as well as music promos for artists such as Jay-Z which has marked him as a unique talent.

KMel Robotics was founded in 2011 by University of Pennsylvania graduates Daniel Mellinger and Alex Kushleyev. They are specialists in hardware design, high performance control and focused on developing high-end engineering platforms that push the limits of experimental robotics and unmanned aerial vehicles.

‘Amazing in Motion’ is an inspiring set of global projects, created by Lexus, to showcase its imagination, innovation and design excellence. It builds on the Lexus ambition to connect with the hearts, as well as the minds, of the progressive luxury consumer.


Client: Atsushi Takada, General Manager, Lexus International
Creative agency: CHI & Partners
Quadrotor Technology: Daniel Mellinger, Alex Kushleyev, Travis Van Schoyck and Jonathan Davis of KMEL Robotics
ECD: Jon Burley
CDs: Monty Verdi, Micky Tudor
Copywriter: Rob Webster, Alexei Berwitz, Dan Fisher
Art director: Alexei Berwitz, Rob Webster, Rick Brim
Digital Creatives: Sergio Alves, Chad Warner
Planner: Rebecca Munds
Business Director: Jack Shute
Account Manager: Catherine Peacock
Account Executive: Hannah White

TV Producer: David Jones, CHI & Partners
Production Company: Rogue Films
Director: Sam Brown
Producer: Kate Hitchings
DOP: Franz Lustig
Editor: Tim Thornton-Allan
Post-production: The Mill. Head of 2D: Jonathan Westly. Head of 3D: Michael Chapman
Audio post-production: Sam Ashwell at 750mph
Music Composition: Jonathan Goldstein

Digital Producer: Emma Hodson, CHI & Partners
Content Production Company: Rogue Content
Content Director: Mark Jenkinson
Content Producer: Tom Farley
Content Editor: Jose Gomez