"Pop-Up" uses a 30-foot pop-up book to tell "the Story of the safest accident." In the spirit of Team One LA's Actively Safe campaign which debuted its first elements earlier this … read moreyear, the safest accident is the one that never happens. As explained by Jon Pearce, Team One's creative director on the campaign along with Gavin Lester, "a52 was immensely important in conveying the ‘reality' of a giant pop-up book. We wanted the spot to feel as real as possible. What we found in the course of production was that building a pop-up book over 20 feet tall to accommodate a full-sized Lexus was physically impossible. To be more exact, 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 problematic. As a result, production 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. The guys at a52 put complete heart and soul into making the effect as lifelike as humanly possible. As with all intricate effects jobs, passion is the driving force that usually propels the end result beyond merely convincing to something quite amazing."
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