The One Show
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Category
Innovation - Experimental / Internal Projects / R&D / Experimental / Internal Projects / R&D
Annual ID
IP16011S
About the Work
The Lexus Hoverboard was never developed to be a commercial proposition for resale. Instead it was designed to embody the creativity, imagination and innovation at the heart of the Lexus brand. For over more than a year, the agency team worked alongside Lexus and magnetic levitation research specialists from The Leibniz Institute in Dresden to develop the core technology, build that into a working prototype, and then ultimately produce the final working Hoverboard. From the outset, the Hoverboard team needed to break new ground to hone the capabilities and potential of the technology. The team of scientists were initially skeptical that a Hoverboard could ever combine the size limitations, levitation height, aerial performance and weight bearing that were all required. The Hoverboard itself was just one piece of the puzzle. A custom Hoverpark was then conceived, designed and fabricated, providing a unique home for the Hoverboard and its rider.
2016 Awards
Total Points: 15
Silver Pencil
Credits
Agency
CHI&Partners / London
Production Company
Smuggler / London
Marshall Street Editors / London
MPC / London
Platinum Rye / London
Creative Director
Monty Verdi
Director
Henry Alex-Rubin
Executive Creative Director
Jonathan Burley
Producer
Ray Leakey
Creative Team
Dan Bailey
Brad Woolf
Chad Warner
Ben de Costa
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