Lexus Hoverboard Slide
Lexus is capitalising on the Back To The Future II hoverboard prediction with “Slide”, a #LexusHover project featuring a real, rideable hoverboard. Globally renowned pro-skateboarder Ross McGouran takes centre-stage in the campaign, which shows him teaching himself to float on the hoverboard across a sequence of increasingly challenging stunts. The custom-built hover park in Cubelles, Barcelona, includes unique jumps, ramps, bowls, and even a water feature for the hoverboard to glide over.
“I’ve spent 20 years skateboarding,” McGouran commented, “but without friction, it feels like I’ve had to learn a whole new skill, particularly in the stance and balance in order to ride the hoverboard. It’s a whole new experience.”
CHI&Partners and Lexus began exploring prototypes for a hoverboard more than a year ago, collaborating with a team of scientists specialising in magnetic levitation: IFW Dresden and evico GmbH. Following months of development and testing, the companies have overcome seemingly insurmountable challenges to create the Lexus Hoverboard, which uses a combination of liquid-nitrogen-cooled super-conductors and permanent magnets to float.
Anticipation for ‘SLIDE’ reached peak levels after Lexus released the first teaser film on June 24th, generating more than 3,500 headlines globally in under two weeks. More than a million people voiced their excitement about the Lexus Hoverboard on social media, driving 590m online impressions and 9m views in less than a month. A debate followed about whether the hoverboard was real, while the skating community speculated about which pro-skater the legs in the teaser might belong to. Lexus responded with a second announcement on July 15th, confirming suspicions McGouran was the rider. On July 28th, a final trailer was released, announcing the launch date for ‘SLIDE’ as August 5th.
The Lexus Hoverboard campaign was developed at CHI & Partners by executive creative director Jonathan Burley, creative director Monty Verdi, creatives Brad Woolf and Dan Bailey, CEO Nick Howarth, business director Jack Shute, agency producers Zoe Barlow, Nikki Cramphorn, Nicola Ridley, Matt Cresswell and Lindsay Hughes, planner Rebecca Munds, content producer Karina Aloupi, account manager Chris Tivey and Lexi Alston, and account director Catherine Peacock. Digital strategy was developed at Alltogethernow.
Photography is by Olly Burn.
Filming was shot by director Henry-Alex Rubin via Smuggler, London, and Goodgate, Barcelona, with director of photography Ken Seng, executive producers Fergus Brown and Chris Barrett, production designer Joel Collins, producers Gordon Mackinnon and Ray Leakey.
Editor was Spencer Ferszt at Marshall Street Editors with assistant editor Jake Armstrong.
Visual effects were produced at MPC by VFX supervisor Bill McNamara and Tim Phillips, 2D creative director Bill McNamara, VFX producer Paul Branch, VFX team Alessandro Granella, Alexander Kulikov, Daniel Cowley, Giles Hicks, Ralph Dubber, Shashi Kant Kamal, Sachin Sureshroa Dhapodkar, Gowri Shankar Velusamy D, Prashanth, Parasivam, Rashabh Bhutani, Ragesh R, Ambalika Nandy, Vivekananthan R, Sugumar S, Rajmohan Rawat, and colourist Jean-Clement Soret.
Sound was designed by Parv Thind at Wave Studios. Music, “Waiting All Night” by Rudimental, was licensed by Asylum/Warner Music, Bucks Music Group/Sony ATV/BMG Rights Management, and produced at Platinum Rye.