1. Sports cars and swimsuits. The ultimate combo right?

    This year, as part of Lexus' ongoing partnership with Sports Illustrated and their iconic Swimsuit Issue, our good friends at Team One were looking to accomplish two things: bring a print ad to life and find an answer the age old question "How do we make a typical car 360 more fun than a typical car 360?"

    The answer? Augmented reality of course! Working within the Aurasma framework, we created a fully realized AR 360 of the stunning new Lexus RC F sports car. Using the full page print spread (right next to zero gravity Kate Upton) as our trigger image, users saw the RC F emerge from the second dimension into a full realized 3D car they could move around, explore color options, and even drive off the page.

    Obviously, no matter the platform, a car's gotta look great. Typically when handling photo-realistic car renders, you're dealing with very dense models and heavy shaders - things that just aren't achievable in a mobile environment. Fortunately, the CGI wizards at Royale bridge the gap from traditional to digital, and by leveraging their experience in both we were able to optimize the models to less than 1% the weight of a typical production model - all while maintaining the beauty and integrity of the vehicle in our renders.

    In addition to the print ad, we created experiences for the Lexus IS & GS using large scale trigger ads at dealerships, allowing users to explore the latest Lexus models while they waited to tryout the real thing.

    # vimeo.com/96749754 Uploaded 6,780 Plays 0 Comments
  2. # vimeo.com/97243578 Uploaded 1,416 Plays 3 Comments
  3. Bring your ideas to life with a beautiful, custom-printed Book, created right from within Paper. FiftyThree and Moleskine, makers of the legendary notebook, bring you the simplest and most beautiful way to share your ideas with others.

    Learn more: fiftythree.com/book
    Download Paper: itunes.apple.com/us/app/paper-by-fiftythree/id506003812?mt=8

    Director: Andrew S Allen
    Cinematographer: Jason Sondhi
    Post-Production: Kristofer Martin
    Sound: Ben Bromley (benbromley.com)
    Music Supervision: Good Ear Music Supervision (goodear.tv)
    Production Assistants: Ian Curry, Denis Kovacs, Allen Lau

    Music: "How to Get Back" by NewVillager (newvillager.com)

    Special Thanks:
    Amy Cao, Adam Prost, Kaffe 1668

    # vimeo.com/75045142 Uploaded 633K Plays 44 Comments
  4. Paper is where ideas begin. It’s the easiest and most beautiful way to create on the new iPad. Capture your ideas as sketches, diagrams, illustrations, notes or drawings and instantly share them across the web. Download “Paper by FiftyThree” from the App Store. #madewithpaper

    Download Now:

    More info:

    Director: Andrew S Allen
    Cinematographer: Jason Sondhi
    Production Assistant: Julian Walker
    Music: "Come Back" by Lotus Plaza
    (Available at itunes.apple.com/us/album/lotus-plaza-niceweekend-split/id499397741)
    Stylus: Wacom Bamboo (link to buy here: fiftythree.com/paper)

    # vimeo.com/37254322 Uploaded 2.3M Plays 115 Comments
  5. We are excited to announce that Quentin Baillieux and Raphaëlle Tinland, the lovely pair behind directing team Parallel, have joined up with Hornet!

    Newsletter Signup: eepurl.com/t_kpf • Like: facebook.com/hornetinc • Follow: twitter.com/hornetinc

    One part illustration and one part photography, Quentin and Raphaëlle merged their respective talents to create exceptionally atmospheric films. Their style balances delicate lighting with textures and geometric shapes to create work rooted in minimal design. Far from simple, the resulting moods elicited from their elegent scenes captivate with their expansive and dynamic qualities.

    Part of our ongoing effort to find international partners to collaborate with, Parallel comes via our new relationship with Parisian production company ChezEddy.


    Client & Creative concept:
    Soleil Noir

    Artistic Direction / Directors:
    Quentin Baillieux (Parallel)

    Marc Platet

    Laurent Ulvoas and Philippe Valette

    Florent Remize


    # vimeo.com/97838984 Uploaded 2,700 Plays 6 Comments


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