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Amaze, the leading marketing and technology consultancy, has created a sophisticated interactive movie to support premium automotive manufacturer, Lexus, launch its new generation IS. As Lexus’ long-term digital partner, Amaze created the two-minute movie to act as an online centerpiece for the IS launch, which will took place in the UK on 21 June and is now to be rolled out across Europe. Consisting of six interactive chapters, the movie allows viewers to fully explore the interior and exterior features of the latest edition to Lexus’ hybrid line.

The immersive showcase uses a blend of actual video footage with CGI to allow users to watch and control their viewing experience. From selecting the exterior colour design to understanding more about the controls, precision handling and the break-through engineering behind the new IS, viewers can pick and choose the features they want to explore when they watch the movie. The movie provides viewers with the opportunity to see and truly experience the IS in a completely immersive way, even before they book a test drive or visit a showroom.

To create a seamless link between the real and virtual, Amaze filmed the IS driving through different landscapes and teamed up with high-end, Munich-based, 3D visualisation experts, RTT, to scan and take 360 degree imagery of the environment at key points. Built in HTML5, the experience works across all devices and features as the content of an app to promote and sell the new model.

Wendy Stonefield, Chief Commercial Officer at Amaze, explains: “We have enabled viewers to move easily from a ‘passive’ watching experience to an active ‘immersive’ experience, where they can pause the movie to spin and change the colour of the car within the movie itself. We used the HTML5 Canvas to achieve this and for the interior spins, where users can change the interior colour of the car whilst seeing it in a parallax format, we fused CSS 3D transforms and Javascript.

“We wanted to create a movie that was beautiful and remarkably sophisticated – something that would be true to the IS and Lexus brand. Our aim was to explain the car’s attributes and allow an ultra-high-quality experience to bring the emotion of the drive directly to the viewer through full screen, movie footage. We are delighted to be supporting Lexus with the IS launch and we are excited about the movie being launched in the UK and rolled out across individual European markets.”

Christophe Meulemans, Communications Manager at Lexus Europe, comments: “We have worked closely with Amaze for some time delivering a fully integrated digital strategy and website. They have continued to help us break new ground in digital marketing and keep our brand at the forefront of innovation in the digital space.”

To view the movie click here http://www.lexus.co.uk/car-models/is/the-new-is-interactive/index.tmex

For further information about Amaze, please visit www.amaze.com

Published on: 11:36AM on 26th June 2013