Given just six hours with Jude Law to amplify a luxury brand’s advertising creative what do you do? If you are freuds, you work with the talent to create an immersive experience that smashes expectations and the borders between fiction and reality.
To bring Lexus’ ‘The Life RX’ campaign to life, quite literally, freuds worked with Jude to create a live, improvised performance that was directed by an audience watching online across Europe and then voting on the route of Jude’s immersive journey through London’s nightlife. From Ronnie Scott’s Jazz Club to an art gallery, and around the streets of Soho, live cameras captured and streamed Jude’s every driven move while the audience chose his next adventure.
And at every stage, the experience’s appeal was also its greatest challenge – unlike most branded content, there was no rewind button. As well as creating the overall concept and convincing Jude to put his reputation on an improvised line, at all times freuds had to showcase the car and tie it back to the notions of a luxury lifestyle and amazing experience, the core values of the campaign and the Lexus brand.