Life RX- Behind the Scenes
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We're here, just outside of Rome, in Italy.
Finishing off the ad for the new Lexus RX.
The ad has been shooting all summer, in the
South of France. These are, I think, the last
few pieces which is sort of tops and tails
of the story.
I play the owner of the car who arrives at
a hotel. His keys are handed over to a valet
who then uses the car or takes the car on
a sort of lifestyle changing journey.
I saw the concept in storyboard and one of
the keys to the story is the interaction between
the other characters and the main character,
who is really you, the viewer, but to shoot
that, they've created this almost helmet
cam if you like. It's like talking to a person
but obviously the person is a camera so you
get the hands of the person in shot but anything
we do is directly into he lens and therefore
feels like the viewer is in the commercial
with you.
Here what we're trying to do is in effect
give people a sense of what we mean by the
Life RX, which is the lifestyle that the RX
represents.
Today's been a bit of a juggle. We've had
TV crew and a stills shoot going on at the
same time often on top of each other. There's
pictures that definitely favour the car and
so we worked to what we know is the best angle
on the car and then we put Jude into those
settings, and then other times its just about
taking great candid pictures of Jude and the
cars in the background and there obviously
the attention is on the moment and the human element.
It's like being allowed into a slice of life
that you maybe otherwise wouldn't be. Or peeking
into a world of excitement, thrills and glamour
that perhaps you otherwise wouldn't have access to.