Lexus Pop Up

Just when you thought pop up ads could not be done again, agency Team One along with Stylewar as director came up with a whole new way to do it… just make it really really big! They went to vfx house A52 to pull this difficult task off. The spot looks to be shot live with a real pop up book, but as Jon Pearce of Team One explains, “the book could have been built that large, but the weight of the pop-up extensions would have been too great, and turning the pages on a book that large at a rate that could accommodate a 30-second spot was problematicâ€?.

The solution?

“[P]roduction built a giant, full-sized book frame for green screen, with tabs and wheels that could be manipulated by actual stage hands. And the actual pop-up book with moving parts was a mere six feet high, which was then married to the green screen frame at a52.â€?

Even though it is not a revolutionary concept, the production on this project continues Lexus’s impressive, tactile campaign that uses stagehands to tell precautionary tales.

About the author

Jon Saunders

internet surfer/designer extraordinaire



I love it.. I love the storytelling concept of a huge pop-up book.. :) very creative.

Simon Robson

Congratulations to all involved on pulling off a difficult realisation. However I don’t feel engaged by this commercial. Why the pop-up execution? How does the concept tie in with the car, the features or the promotion? I can’t see a link here. Perhaps I’m missing something…Is this a case of an execution for the sake of it? We’ve got the budget so lets doing something big? It has certainly left me a little cold…


Actually boring.
This is a opinion of a non “expert“, tho.


@Simon Robson: I guess it’s just a way to ensure continuity with the previous works while doing something somewhat different.


I found my brain wandering around the construction of the book paying little attention to the VO or car. I especially admired the swinging shoes.

Whats interesting is the choice of context for the book : a large wearhouse. It contradicts the whimsical nature of the book. I am curious to know why they thought that was a good thing. It certainly reinforces the unusual existence of the giant book in an obvious reality. But it doesnt really add anything to content of the book, like extending the story outside the borders in a clever way. For instance, this could have been outside in a park or on a hill top for the public to gaze at.

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