Many people are familiar with Instagram. The tremendously popular mobile app allows users to edit and enhance their photos using a series of filters and effects, all of which are designed to help create unique, stunning images. Lexus recognized the program's popularity and decided to embrace it for its latest commercial.
The luxury automaker invited more than 200 of its Instagram followers to check out the Lexus IS F Sport at Angel Stadium in Anaheim, Calif., the Financial Times reports. Some of the participants traveled thousands of miles to take part in the event, and they were rewarded with a sneak peak at the 2014 Lexus IS. The amateur photographers were then able to snap pictures of the vehicle and apply their own style to the images before Lexus compiled all of the photos together for a new kind of commercial.
The final product is a stop-motion ad that utilizes creations from the participants of the one-of-a-kind gathering. Lexus calls the effort, known as #LexusInstafilm, a world first in creative collaboration. Nearly 300 photos were used to compose the commercial, each one different from the one that came before and each showcasing a different side of the vehicle. While the ad lacks any mention of traditional information, such as vehicle maintenance, mileage or auto repair warranties, it does have a unique flair that will intrigue some drivers.