LOGAN Partners with Team One and Lexus on “A Product of Mastery” Campaign

LOGAN, a Los Angeles and New York-based creative studio, opens up the new Lexus ES series in the new “A Product of Mastery” campaign with agency Team One, showcasing the interior craftsmanship and cutting-edge amenities of the luxury sedan through tactile and attention-grabbing animations.

The spots reveal the sedan’s features with eye-catching abstractions and build toward a dramatic reveal of the sedan’s innovative design. The sense of anticipation heightens the awareness of Lexus’ meticulously crafted cars.

“When we first saw Team One’s creative brief, we realized we would be able to control the environments, lighting, and the overall mood better by using CG which allowed us to make the campaign stand apart aesthetically and dramatically compared to shooting the products practically. From day one, our team and Team One were aligned on everything and they were an incredible partner throughout the entire process,” said LOGAN Executive Producer Paul Abatemarco.

The dramatic and compelling spots illustrate features like the sedan’s state-of-the-art Mark Levinson sound system as reverberating liquid ripples. They also reveal the precise craftsmanship of the driver seat’s reverse ventilation as infinite bars of light while in another spot, the sedan’s wide-view high-definition monitor is unveiled through a vivid use of color and shape.

LOGAN’s collaboration with Lexus is the latest automobile campaign for the company, which has teamed with BMW, Nissan, Honda, Toyota, Volkswagen and Kia, among other automakers.

LOGAN partners on campaigns with some of the world’s most recognizable brands, including Nike, Apple, Netflix, Google, Cisco and 20th Century Fox.

Downloads:

Credits:

AGENCY: TEAM ONE
Chief Creative Officer: Chris Graves
Group Creative Director: Jason Stinsmuehlen
Creative Director: Javier Torok, Geoff Vreeken
Copywriter: Jason Whitehead
Art Director: Ryan Davis
Executive Producer: Sam Walsh
Producer: Sascha Peuckert
Music Supervisor: Neil Cleary
Group Account Director: Joel Dons
Account Director: Amy Oars
Account Executive: Chris Loughlin
Senior Project Manager: Erica Hara
Director of Business Affairs: David Peake
Business Affairs Manager: Nadia Estrada
Associate Business Affairs Manager: Natalie Pranevsky
Management Supervisor, Product Insights: Joe Rigonan

LOGAN
Executive Creative Director: Alexei Tylevich
Executive Producer: Paul Abatemarco
Creative Director: Ara Devejian
Producer: Marika Borgeson
Director of VFX: Stephan Kosinski
VFX Supervisor, Creative Lead: Danny Zobrist
Creative Lead: Waka Ichinose, Sakona Kong
Model: Jakob Hill
Previs: Vyacheslav Anishchenko
Editor: James Connelly
Lookdev, Lighting: Ryan Taylor, Bryant Reif
FX: Yates Holley, Wes Kandel, Ren Ratcliff
Comp: Jason Forster, Montana Casey
Conform / Color: Carl Edwards

About LOGAN:

LOGAN is a Los Angeles and New York-based award-winning creative studio. Logan & Sons is the live-action division of LOGAN that represents a broad spectrum of directorial talent.