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A52 HELPS LEXUS PUT THE WORLD ON NOTICE

May 2, 2003
A52 HELPS LEXUS PUT THE WORLD ON NOTICE

WEST HOLLYWOOD - Visual effects/design company A52 teamed up with Anonymous Content and director Andrew Douglas for new Lexus RX 330 campaign via Team One Advertising.

In this new campaign launching the RX 330, teams representing the company's international competitors in England, Italy and Germany analyze the star vehicle and are astonished at their findings. The narrator closes each spot with, "The entirely new Lexus RX330... putting the world on notice, again."

Captured by director/director of photography Andrew Douglas on locations all around Italy, only one of the four spots ("Auditorium") was effects-oriented, and yet each one was touched by A52's creative director and Inferno artist Simon Brewster.

For the new Lexus campaign, A52's efforts ranged from meticulous clean-up work in each spot to painstaking compositing for "Auditorium" – all of which was handled in Discreet Inferno.

Among the main feats for the latter spot were shooting still photographs of the RX330 on a turntable and tracking and compositing those images onto screens behind various presenters.

In addition to executive producer Jack Epsteen, Los Angeles-based Team One's team also included creative director James Dalthorp, art director James Hendry and copywriter Craig Crawford.

Production was overseen by Anonymous Content's executive producer Andy Traines and producer Suzanne Hargrove. Stefan Sonnenfeld at Santa Monica's Company 3 handled color correction; editor Michael Elliott from Santa Monica's Mad River Post cut the campaign; Jeff Payne of Santa Monica's Eleven Sound Studios handled sound design and Payne engineered mix. The original music track was provided by Elias Arts, also of Santa Monica. Elias' credits include creative director David Gold, executive producer Ann Haugen, and composers Danny Hulsizer ("Boardroom"), Michael Sherwood ("Clean Room") and Jimmy Haun ("Auditorium" and "Test Track").


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