Lexus. What is Hybrid?

Given the different types of Hybrid technology available, and the resulting consumer confusion, we were commissioned to direct and produce a film to simplify the explanation of their Full Hybrid System.

Working in collaboration with Lexus’ digital partner Amaze, we approached the brief by distilling the core concepts of the Full Hybrid System into to an accessible, consumer-facing story, avoiding any unnecessary technical jargon that might confuse the audience.

The story takes us on a journey though a seamless blend of live action and 3D animation, avoiding the slick CGI renders often used in the automotive industry. The narrative unfolds though a simple sketch bursting into life maintaining a clear and universal graphic language to ensure a synergy between the simplicity of the message and its execution.

Implicit in the animation is the idea of a continuous, uninterrupted drive dispelling any lingering myths about the performance issues of Hybrid.

The final film is a key component of the European Lexus website, and was launched at the Milan Motorshow in 2011.