Last month, Instagram launched a new feature allowing users to post short videos rather than just pictures. But the newest promotion for the 2014 Lexus IS gives a whole new meaning to the term “Instagram video.”
The car company rallied up a group of 212 social media users and car enthusiasts and created a stop motion film using Instagram photos from the group. Each frame of the #LexusInstaFilm was a photo from a different user.
Producers and directors planned out the exact position and angle that each shot needed to be taken from. Then each participant was given a number and instructed on when to snap the photo. They uploaded their photo with whatever creative editing they wanted, and the production team printed them out to make sure they were in the correct sequence. The shots were then edited together into an awesome stop motion film.
The car company rallied up a group of 212 social media users and car enthusiasts and created a stop motion film using Instagram photos from the group. Each frame of the #LexusInstaFilm was a photo from a different user.
Producers and directors planned out the exact position and angle that each shot needed to be taken from. Then each participant was given a number and instructed on when to snap the photo. They uploaded their photo with whatever creative editing they wanted, and the production team printed them out to make sure they were in the correct sequence. The shots were then edited together into an awesome stop motion film.
This is such a unique concept. Stop motion has been used in ads before, but Lexus is going above and beyond by using photos taken by consumers. Not to mention they are using a social media platform to gather these photos. It shows that there are no limits within the digital age in regards to where content is generated and how social media is used.
This concept embraced two important qualities: collaboration and engagement.
I love that users were able to edit the shots however they wanted. Instagram has tons of neat filters that can really enhance pictures. And kudos to the guys who planned this all out to know exactly where each shot had to be taken from. It takes tons of skill to be able to shoot and edit a video like this and have it come out flawless. Based solely off of the great creativity, this concept has inspired me to considered Lexus in the future. Hopefully, a measly junior copywriter's salary will allow me to.
This concept embraced two important qualities: collaboration and engagement.
- People coming together and collaborating to create stuff is the basic nature of advertising. No great ads are ever done completely by one person. Lexus shows that a little teamwork and steadfastness can ultimately lead to something great.
- By using Instagram, Lexus engaged with a younger demographic. This group probably isn’t going to be able to afford a Lexus anytime soon, but this ad creates a buzz about the car company and could inspire these millennials to purchase a Lexus when they have the funds to do so.
I love that users were able to edit the shots however they wanted. Instagram has tons of neat filters that can really enhance pictures. And kudos to the guys who planned this all out to know exactly where each shot had to be taken from. It takes tons of skill to be able to shoot and edit a video like this and have it come out flawless. Based solely off of the great creativity, this concept has inspired me to considered Lexus in the future. Hopefully, a measly junior copywriter's salary will allow me to.
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