Team One, Lexus Take VR Bike Ride

By Erik Oster Comment

Lexus teamed up with Team One and production company UNIT9 Films to create a 360-degree VR cycling film entitled “Elevate.”

“Elevate” opens on Christian Vande Velde approaching, experienced from a first-person viewpoint, as he then takes off ahead of you for a ride through the mountains of Malibu. Viewers then spend the rest of the time following Vande Velde and experiencing what it’s like to train with a pro cyclist as he provides narration about what goes into the sport. “Elevate” was designed to be experienced through the Samsung Gear VR + Samsung Galaxy S6, so viewers just watching on YouTube won’t get the full-experince, which responds to users’ movements to complete the feeling of riding along with Vande Velde. The campaign targets a very specific audience for Lexus, but cylcing enthusiasts who want to see what professional training is like and fans of professional cycling, and Vande Velde in particular should be pretty taken with the idea.

“‘Lexus Elevate’ is an opportunity to release the storytelling potential of virtual reality and tell an authentic personal story of a great athlete,” Team One executive creative director Alastair Green told LBB. “Vande Velde co-wrote the script with us and we are extremely happy to share his achievements of being on the road with cycling fans everywhere.”


Creative Agency: Team One
Producer: Tiffany Otoya, Kristen Little
Executive Producer: Sam Walsh, Chris Graves, Alastair Green
Executive Creative Director: Alastair Green
Designer: Lucia Matioli
Creative Director: John Dohrmann
Copywriter: Mike Rozycki
Chief Creative Officer: Chris Graves
Art Director: Quoc Lu
Account Supervisor: Jeanna Duff
Account Executive: Amy Davis

Production Company: UNIT9 Films
VR Specialist: Joff Harris
Producer: Rory Mathieson
Line Producer: Alexis Celic
Executive Producer: Michelle Craig
DOP: Carl Burke
Director: Anrick Bregman

Music and Sound
Music Production: Plan8

Editor: Joe Randall-Cutler

Post Production / VFX
Compositor: (Lead) Marcus Punter-Bradshaw

Print / OOH
Line Producer: Jess Feavel