To prove that the 2013 Lexus ES is a stunning work of technology, we needed to create a stunning work of technology—something that had never been seen or experienced before. This inspired Team One to create CinePrint. Readers can bring their magazine page to life with light, motion, and sound, simply by placing the page on top of the iPad issue. The idea took advantage of the current landscape of print and tablet media. Since magazine and tablet subscriptions are often linked, this was the perfect opportunity to create something that brought the two media spaces together.
The Building Blocks
The idea wasn’t to create a new technology, but to use existing technology in a new way. By using the light of an iPad screen to interplay with the page on top, we created a new kind of visual experience—the result was an effect that neither print nor digital could accomplish on its own.
For the user, however, the experience is simple. There is no app, nothing to download. All you need is the printed page and an iPad.
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MobileiPad
The Votes
The Details
- Agency
- Brand
- Lexus
- Targeted Regions
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- North America
- Marketing Objective
- Launch Date
- Oct. 9, 2012
The Team
- Team One teamone-usa.com
- Chris Graves, Chief Creative Office
- Craig Crawford, Group Creative Director
- Alastair Green, Executive Creative Director
- Molly Grubbs, Associate Creative Director
- Fabio Pinto, Creative Director
- Greg Halbreich, Copywriter
- Joe Hall, Creative Technologist
- Chad Bauer, Senior Interactive Producer
- Bryan Cook, Director of Multimedia
- Rob Johnston, Senior Motion Graphics Artist
- David Voliva, Senior Print Producer
- Tami Hachiya, Senior Interactive Producer
- Rob Edwards, Creative Technologist
- Michael Yang, Senior Web Developer
- Veronica Racine, Senior Project Manager
- Renee Brown, Account Director
- Robyn Baker, Account Executive
- Paul Dominguez, Account Executive
- Rebecca Foster, Media Director
- Marina Tignor, Media Planner
- Elaine Evangelista, Media Supervisor
- David Silvers, Freelance Motion Graphics Artist
- Sean Lockhart, Freelance Art Director
- Jeremy Stabile, Freelance Art Director
- Phil Covitz, Freelance Art Director
- Chris Guichard, Freelance Copywriter
- Mikki Freeman, Freelance Senior Developer
The Results
The piece generated lots of online conversation, including 5,000 uses of the hashtag in the first weekend and 700,000 organic views of the demo on YouTube (both on the Lexus YouTube Channel and as a part of Mashable’s coverage). This made Lexus a topic of discussion among the very audience (young tech-savvy up-and-comers) that the brand wanted to reach for this initiative.
