ELEVATE // Lexus Cycling

Lexus sponsors many events. So, when they asked Team One to develop some ideas around a cycling event, my Executive Creative Director, who is a big cyclist was all over this assignment. He pulled together a lean creative team, myself as Art Director and Mike Rozycki on Copy. We wanted to really show how cycling is an extremely passionate and competitive sport. We wanted to show it at cycling events like the USA Pro Challenge and Gran Fondo. We wanted to show it using innovative technology (at the time). And we wanted to show it through the blood sweat and tears of Christian Vande Veld (who also co-wrote the script). We partnered with Lexus and UNIT9 to create “ELEVATE,” a cinematic VR experience starring Christian Vande Velde, who talks about his love for cycling, his life experiences, and ‘why he rides’. Viewers can see the world from Christian’s perspective, as he rides through a 360º view of the iconic mountains in Malibu. Using groundbreaking technology and camera work that is specific in VR cinema, you get a unique and unprecedented POV of what cycling means to people like Christian. These VR experiences were set up at cycling events across the nation. Supported by graphic signage and schwag, and in some cases fans were able to take off their Samsung Gear VR to be greeted by Christian himself. What started as a small request, left a big impression for cycling fans everywhere.