Daniel HARTZ directed and photographed the new facelift of the luxury crossover SUV NX from Lexus. “Since its launch in 2014, the Lexus NX crossover has quickly established itself as a bestseller of the Lexus range and has now been constantly further developed. In order to communicate the various innovations of its design and technology, the brief was mainly to realize what is referred to as a 'Discovery Video' of 6 minutes length intended to explain many of the car's features,” the photographer and director tells GoSee.
So that it didn't turn out to be just a boring sequence of scenes, he put together a story which combines lifestyle with technology in a more entertaining way. “This is the kind of short film which will sooner or later replace classic automobile catalogs. The vehicles are built with more and more technical features too difficult to explain in depth using only a catalog. This can be achieved with film, which also emotionalizes a lot stronger.”
Also created from the film footage were several separate short versions for the IAA Motor Show and the various social media channels of Lexus. An accompanying series of photos in the same context of the films makes for uniform imagery. Post production and all visual CGI effects were taken care of by GoSee member MICHAEL SCHOTT and the team from ViewMasterCGI.
Find several more works by Daniel HARTZ on GoSee as well as under DanielHartz.com.
