To demonstrate its belief in a confident new mindset, Lexus Australia, one of Australia’s most popular car and vehicle companies, set out to create a campaign through a brave act.
Searching the world for a Lexus driver who dares to step forward, Lexus Australia brought Jeb Corliss, one of the world’s top wingsuit pilots, to get behind the wheel of the first Lexus RX in the country in the most dramatic way possible. Wingsuit flying is the sport of flying in a suit which gives more surface area to the flyer, creating more lift.
Corliss took delivery of the first Lexus RX in Australia in only a way he could, jumping from a Caribou plane (a cargo aircraft with short take-off and landing capability), at 12,000 feet above sea level, flying via wingsuit and landing on a flat-bed trailer carrying the Lexus RX.
“I’ve been a Lexus driver for over seven years, so when Lexus Australia approached me to come up with a brave and challenging way to get behind the first RX in Australia, I was excited to push limits and take viewers of the film alongside me through a virtual reality rig,” said Corliss.
In addition to the hero film – which runs on TV, cinema and digital – viewers are also invited on the journey through social content films, sharing the story of anticipation leading to the jump.
In an Australian and automotive first, viewers can participate through Corliss’ perspective in a 360-degree Virtual Reality immersive experience on YouTube masthead on launch day (23 November 2015), produced by M&C Saatchi Sydney and The Media Store in collaboration with Rapid VR and Google.
“It took a brave client to step forward and set up delivery of their first RX in such a daring way. In taking a risk and creating this content, Lexus has produced iconic work with a fresh and unique brand perspective,” said Andy Dilallo, M&C Saatchi Sydney chief creative officer.
Comprising four cameras on set, plus Corliss’ rig, a 60-person crew activated the jump, which took two months of production planning and took place in Goulburn, New South Wales over three days in October 2015. Requiring high-levels of precision reflective of the Lexus RX, Corliss completed the jump in just three attempts.
Adrian Weimers, Lexus Australia corporate manager said: “Jeb Corliss personifies the Lexus mindset embodied in designing the all-new Lexus RX luxury SUV – of being bold and brave.”
– Lexus Australia
– M&C Saatchi Sydney
– The Media Store
– The White Agency
– Alt VFX
– Rapid Films
– Rapid VR
– Google Australia
– Song Zu