Auto company revving up new web series
Lexus is revving its next Web series, “Fresh Perspectives,” for MSN.com as the automaker continues to turn to online entertainment to promote its new hybrids.
Helmed by the Sniper Twins, the docu series focuses on six young artists challenged to create original pieces of art around the themes of “escape,” “challenge” and “empower” within 24 hours. The individuals are chef Craig Thornton, graffiti artist Augustine Kofie, fashion designer Robert James, paper sculptor Jeff Nishinaka, singer-songwriter V and photographer Tod Seelie.
Lexus is using the themes to promote its newest hybrid, the CT 200h.
Series bows April 18. Project will be promoted across MSN.com, Xbox Live and social media sites.
Microsoft’s Branded Entertainment and Experiences Team shepherded the series for Lexus, with production handled by BRW USA.
Altogether, 45 different videos were produced for the project, including artist bios, time-lapsed imagery of each art project in process.
Property’s main website will also feature written profiles on the artists and features of 30 additional artists.
“Fresh Perspectives” is the latest branded entertainment effort from Lexus and follows short film “Dark Ride,” that starred Norman Reedus, and talkshow “Darkcasting,” hosted by Whitney Cummings.