This arresting spot draws a comparison between the incredible body strength and control of the new Lexus IS and world-class ballerina, Tamara Rojo. The black and white film intercuts macro shots of the ballerina’s body with close up driving footage of the new IS, constantly drawing parallels between the two. The footage was juxtaposed with an authentic trap track composed especially for the spot.

An attention-grabbing piece of modern music was needed to provide a contrast to the traditional ballet footage. So rather than compose a track through the usual advertising music channels we worked with the Producer and vocal artist to compose and fine-tune an authentic track that would not sound out of place on the trap circuit and in the charts. The music was composed before any footage was shot in order for the editor to work to it. Fast paced editing and the authenticity of the track juxtapose the classic ballet footage, creating an unrelenting spot that grabs and holds your attention from start to finish.

We then released the track for general sale and watched it climb up the charts and achieve worldwide acclaim.