On February 10, 2016, in London, the capital of Great Britain, Hollywood actor and producer Jude Law, along with other renowned theater actors, took part in an exclusive interactive performance.
In an interactive show or performance, the boundaries between actors and guests are blurred. The audience not only watches the performance but also actively participates in it, moving from one room to another in different episodes of the show. Thus, guests can directly influence the development of the show and become its main characters.
The storyline, consisting of 14 episodes, unfolds in the London hotel «Mondrian», designed by renowned designer Tom Dixon, and in a secret underground bank vault. The heroes of the interactive performance were 100 guests who starred in their own personalized show. Without suspecting anything, they became participants in a real interactive video «Life in the RX Style», which transports them into a luxurious and captivating multifaceted world created in the latest commercial for the new Lexus RX, featuring Jude Law.
In each new room, a new scenario and unexpected plot unfold, forcing guests to improvise in their new role as a famous movie star, while other characters in the video are well-prepared and know their roles. That is why it all turns into a completely unique performance. The main surprise was prepared for guests in the final scene, when they met Jude Law on the red carpet. It was an extraordinary interactive performance that gave all participants truly unforgettable impressions.
This scenario was created to highlight the luxury of the new Lexus RX. Each episode of the interactive show was carefully thought out and inspired by the bold design of the car and the extraordinary lifestyle shown in the commercial for this car with Jude Law. This creative concept allowed each guest to feel like a movie star in every episode, with each episode designed to sharpen all the guests' senses in a new and extraordinary way.
On the way from one thrilling episode to another, guests follow a laser beam in underground bank vaults, hold their breath as they pass through giant speakers created by a sound engineer inspired by the premium Mark Levinson acoustic system that equips the Lexus RX. The main characters flee from pursuers and secretly move on a luggage cart.
The culinary knowledge of the main characters is tested by a chef invited to the show as a culinary judge. The appearance of guests on screen is met with surprise by famous film journalists, and at the premiere of the video «Life in the RX Style» featuring them, the main characters are greeted by a crowd of enthusiastic fans.
Guests of the event are also drawn into the world of high fashion. Renowned British fashion designer Joshua Kane, who plays himself in the performance, asks the main characters to wear one of his unique costumes for the next fashion season. In creating such clothing, he used the same professional features and hand-sewing techniques that can be seen in the interior of the new Lexus RX.
Commenting on this event, Jude Law said: «I have been interested in interactive filming for quite some time. This is exactly the case when viewers can feel 'behind the wheel' and discover an amazing world. During the filming of the commercial 'Life in the RX Style', I entered such a world, and I wanted to be part of it. I had a lot of pleasant impressions and hope that everyone who participated in the filming enjoyed it no less than we did.»
According to Spiros Fotinos, Director of Marketing at Lexus Europe: «In the advertising campaign called 'Life in the RX Style', we expressed an idea supported by modern premium segment customers. Luxury is not only the ability to do something, but also the courage that must be had to do it, and to do it yourself. In fact, this is exactly what we did by filming a unique interactive video and providing the same opportunity to our guests. Although they all went through the same 14 episodes, each of them experienced and felt something special, unique, and amazing. This unique approach reflects the spirit of the Lexus brand and perfectly suits the bold and innovative character of our new Lexus RX model.»
The preparation and filming of the video was carried out by a team of first-class specialists, such as creative director of the project at London's cult experimental art venue «Old Vic Tunnels», Hamish Jenkinson; art director of many genre shoots within the «Secret Cinema» project, Simon Evans; sound engineer and illustrator of the sensationally successful interactive shoots «Punch Drunk», Stephen Dobbie; set and costume designer Joanna Scotcher, who received an honorary award for her work on the series «The Railway Children»; lighting designer Tupac Martir, who worked with Moschino and Beyonce, as well as many actors from cult interactive shows.
The interactive video «Life in the RX Style» will be processed using advanced full-scale panoramic video technology. During the interactive filming, hidden cameras were installed in various locations so that everyone could see this unique event.
Commercial «Life in the RX Style»:
