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.