Lexus Long Live The King

Lexus has just unveiled an extended-length version of Long Live The King.  As King T’Challa (AKA Black Panther), Bosemen is making history as Marvel Studios’ first ever Black lead in a film and has already broken Marvel Studios’ previous pre-sale box-office records. Noteworthy as well is the gender and cultural diversity of the creative team behind Lexus’ Super Bowl work, Walton Isaacson.

As the brand’s agency of record for Black, Hispanic and LGBTQ communications, Walton Isaacson spearheaded the partnership between Lexus and Marvel Studios and developed a marketing effort that spans Lexus product integration in the Black Panther film; the creation of the graphic novel, Black Panther: Soul of a Machine; a star-studded Comic Con launch event; forthcoming New York Fashion Week activations; and several digital, print, and in-market extensions to support the program.

The Super Bowl spot, directed by Samuel Bayer, an featuring the hit track “Legend Has It” from famed hip-hop duo, Run the Jewels, is filled with intense action sequences performed by actors and stunt people from the Black Panther movie. Die-hard fans will note the attention to canon detail in the portrayal of Black Panther’s Dora Milaje guards, and snippets taken from the film itself.

Based on their efforts with the Black Panther film integration and unique approach to the Super Bowl spot, Lexus awarded Walton Isaacson the broadcast creative assignment for the launch of the LS 500, the brand’s new flagship sedan, and the most technologically advanced vehicle Lexus has ever made. “Partnering Lexus and Marvel Studios’ Black Panther was an authentic fit. Both the brand and the film are breaking new ground in terms of advanced technology and cultural leadership,” said agency co-founder, Aaron Walton. 

“While created for all audiences, it is important to recognize that Black Panther is grounded in Black Excellence,” said Ayiko Broyard, Account Lead and EVP at Walton Isaacson. “Lexus’ commitment to multicultural audiences is reinforced by their decision to partner with the Black Panther film to connect innovation and technological excellence with cultural excellence, and put it front and center in their Super Bowl messaging.”

Remy Merriex, Group Account Director at Walton Isaacson, noted, “At the end of the day, Lexus is looking to change perceptions. With the redesign of the LS 500, they’re changing what people think about the brand. And by partnering with Black Panther, Lexus is elevating the conversation about who and what a hero is.

 

Client: Lexus

Agency: Walton Isaacson

Spot Title: “Long Live The King”

Partners: Aaron Walton and Cory Isaacson

EVP/Group Account Director: Ayiko Broyard

Group Creative Director: Remy Merriex

Group Creative Director: Matt Weiner

Associate Creative Director: Diori Thomas

Associate Creative Director: Michael Craighead

Associate Creative Director: Nick Kamei

Art Director: Carlo Reyes

Executive Producer: Shauna Williams

Associate Producer: Elsa Rubalcava

Account Director: Mike Marinero

Director Project Management: Karen Kohn

Music Supervisor: Andrew Logan

Business Affairs Manager: Angel Cielo      

Broadcast Traffic Manager: Lesley Howser

 

Production Company: Supply & Demand

Director: Samuel Bayer

Executive Producer/Founder: Tim Case

Executive Producer/Managing Director: Jeff Scruton

Head of Production: Nathan De La Rionda

Producer: Dave Kemp

 

Editorial Company: Rock Paper Scissors

Editor: Adam Pertofsky

Producer: Dre Krichevsky

Assistant Editor: Derrick Monks/Marjorie Sacks

Executive Producer: Rana’ Martin

Head of Production: Shada Shariatzadeh

Managing Director: Linda Carlson

 

Post House: Method Studios LA

Executive Producer: Cara Lehr

Producer: Julia Paskert

Lead Flame Artist: Emily Irvine

Flame Artists: Aaron Neitz, Kelly Bumbarger, Jason Frank, Wensen Ho, Aidan Thomas, Thomas Downs, Cecile Tecson, Sean Wilson, Cody Edwardson, Sean Anderson

 

Telecine: Framestore

Lead Colorist: Beau Leon

Color Assistant: Jonah Braun

Data Services: Evan Reinhard

Senior Color Producer: Andrew McLintock

VFX: Luma Pictures

VFX Supervisor: Kevin Souls

VFX Producer: Michael Perdew

Digital Effects Supervisor: Justin Johnson

Animation Director: Raphael A. Pimentel

Supervisors: Alexandre Cancado and Andrew Zink

Associate Producer: Katryna Shattuck

VFX Production: Catherine Hughes, Andrew Kalicki, David Entin, Kathrine McClure, Robert Cohen, and Timothy Bond

Lead Artists: Alex Khan, Eddie Porter, Garrett Wycoff, Joe Censoplano, Mathieu Aerni, Shawn Miller

Compositors: Cameron Sorgi, Fabian Jimenez, Federico La Tona, Gian Ignacio Lombardi, James Fetter, John Helton, Kevin Kim, and Meagan Green

CG Artists: Alejandro Solorzano, Ambrose McDuffy, Andrew Clarke, Christian Salvador, Dan Riddle, David Fonti, Dominic Francis, Edison Lau, Haetsal Kim, Hector Aguirre, Jesse Cohen, John Cassella Jr., Marcos D. Romero, Michael North, Michelle Jung, Nicolas Pierquin, Nicholas Hodgson, Sichen Zhang, Thanapoom Siripopungul, and Tiffany Vochatzer

On Set Acquisition: Sam Bourne

Senior Pipeline TD: Nathan Rusch

 

Voiceover: Blair Underwood

Song/Artist: “Legend Has It” by Run the Jewels

Composers: Jaime Meline, Mike Render, Torbitt Schwartz, Wilder Schwartz, Kerry Minnear, Derek Shulman, Philip Shulman, Ray Shulman

Recording Studio: Juice Studios

Engineer/Sound Mixer: Scott Burns