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Web Film
Lexus: Letters - Behind the Scenes
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Today, “Letters,” a 3-D installation by perceptual art pioneer Michael Murphy is revealed as part of a new marketing campaign celebrating the Lexus guest experience. The 16-foot art piece, which hangs from six ceiling panels and a steel frame, features more than 2,000 suspended pieces of origami, each constructed from individual thank you letters from guests to their Lexus dealerships. From one vantage point, the origami art pieces create the shape of the all-new 2018 LS sedan, while from another vantage point it takes the shape of the Lexus logo. To showcase the installation, Lexus has created a 60-second video featuring guests reading their handwritten letters to dealerships as a Lexus craftsman carefully folds and hangs each one.
Account Director – Joel Don Related |
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