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The Precision of Lexus

In an effort to connect hyper-precision and innovation to their brand, Lexus released this spot entitled “Amazing in Motion” featuring the harmoniously synchronized flight sequence of a swarm of micro-drones. They curiously explore a range of indoor environments before finally navigating their way to freedom above the city’s towering skyline.

The spot was made possible through a collaboration with the great minds at KMel Robotics. They developed a suite of tools to program and control the swarm of quadcopters, including the adaptation of an infrared motion capture system—typically used for computer animation. This system allowed them to track each drone in mid-flight, and individually direct them to where they need to be.

The net result is a visually stunning and memorable association with the brand. And if you’ve ever tried to pilot a quadcopter yourself, only to send it face-first into a wall, you’ll have an added level of appreciation for what they’ve done. Here’s the behind-the-scenes video showing what went into the project.


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