Lexus: Card Structure

by R27 CREATIVELAB on Wednesday, 25 February 2009

Shhhh, and stay very still. There's a no-noise and movement policy on this construction site

2009 Lexus ES "Cards" Behind the Scenes

To show how the vibration-reducing features of the ES create one of the smoothest vehicles anywhere, we wanted to put the ES in the most fragile and unstable environment imaginable. So going a few steps beyond the proverbial house of cards, we set out to build an entire city around and on top of the vehicle.

If you want to create an enormous house of cards, theres only one guy to turn to—Bryan Berg. A self-taught artist, Bryan has been stacking cards since he was eight years old. He set his first Guinness World record when he was 17, with a tower measuring 14 feet, six inches tall. He has since set six more world records; his current record-holding structure towered over 25 feet.

Just for the record my present car probably wouldn't hold a card on the bonnet even if it was laying flat.

Client: Lexus
Agency: Team One
Chief Creative Officer: Chris Graves
Group Creative Director: Gavin Lester, Jon Pearce
Copywriter: Molly Grubbs, Schuyler Vanden Bergh
Art Director: Ryan Fluet, Lou Flores
Agency Producer: Beth Hagen
Production Company: MJZ
Director: Dante Ariola
Executive Producer: Jeff Scruton, Eric Stern
Line Producer: Natalie Hill
Director of Photography: Toby Irwin
Telecine: Company 3
Colorist: Stefan Sonnenfeld
Editorial Company: Rock Paper Scissors
Editor: Kirk Baxter
Executive Producer (Editorial): Linda Carlson, CL Weaver
Producer (Editorial): Kim Colen
VFX: a52
VFX Executive Producer: Ron Cosentino
VFX Producer: Heather Johann, Pete King
VFX Supervisor: Tim Bird
Flame Artist: Joana Cruz, Mike Bliss, George Cuddy, Alex Kolansinski
Music: Elias
Sound Design: Stimmung
Mix: Juice
Mixer: Bob Gremore

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Thanks for taking the time to leave a comment. Best Regards Rajesh