| Ame Awards 2017 | ||
|---|---|---|
| Use of Discipline | Sponsorship: USA | AME Bronze Medallion |
Lexus is proud to partner with TIME’s documentary series “A Year in Space.” As the mission draws to a close, it makes us think about how much it means to return home to friends and family. A safe return is something we can relate to and connect to, because helping bring people home safely is something we do every day here on Earth.
Media: TV
Agency: Team One
Associate Creative Director/Copywriter: Amanda Abrams
Associate Director of Business Affairs: Janet Anderson
Product Specialist: Doug Rosenfeld
Group Creative Director: Craig Crawford
Creative Director/Art Director, Freelance: Javier Torok, Wendy Leicht
Producer: Reilly Park
Chief Creative Officer: Chris Graves
Director of Product Information: Robert Jordan
Project Manager: Rosheila Robles
Account Director: Amy Oars
Account Supervisor: Jay Thongnop
Account Executive: Kellen Laker
Executive Producer: Sam Walsh
Production Company: LOOKER
Director/DP: Roman Jakobi
Executive Creative Producer: Eden Tyler
Producer: Stephanie Marshall
Editorial Company: Team One Multimedia
Executive Producer: Bryan Cook
Editor: Mark Sanders
Assistant Editors: Sergio Maggi
Post Producer: Gina Grosso
Post Production Company: Team One Multimedia
Executive Producer: Bryan Cook
VFX Supervisor: Robert Johnston
2D VFX: David Audelo
Post Producer: Gina Grosso
Colorist, Freelance: Adolfo Martinelli
Music Company: Butter Music + Sound
Executive Producer: Annick Mayer/Marcus Nelson
For “Coming Home” Song
Arranger: Joel Dean/Andrew Sherman
Band/Track: A cover of “Coming Home” by Diddy ft. Skylar Grey
Voiceover: Maurice LaMarche
Recording Studio: Juice Studios
Sound Mixers: Bob Gremore
Synopsis:
In January 2016, Lexus was in the midst of launching the all-new RX. Meanwhile, far far away, Astronaut Scott Kelly was wrapping up his yearlong post at the International Space Station. If you’re wondering where these two stories collide, you’re not alone. With the opportunity to sponsor coverage of Kelly’s return to Earth, we were challenged to transform a routine media buy into a compelling strategic opportunity for RX. To accomplish this, we needed to create a meaningful connection between a man in space and a car incapable of leaving Earth. While NASA worked feverishly to ensure a safe return for Kelly, we realized that bringing people home safely is something RX does every day. Leveraging our sponsorship, we created a custom television spot and digital hub on TIME.com to demonstrate how the RX is designed to get you home safe and sound. 15.5 million views and 53 million impressions later, we learned that no matter how far we go, there’s always a place we want to go back to: home.