Team One Presents "Unfollow" Spot for Lexus

Taking the road less traveled, going off script, challenging convention... no matter your turn of phrase, the feeling is the same. We’re all looking for ways to shake things up and keep life exciting. To capture these feelings, Lexus has debuted the “Never Lose Your Edge” campaign to mark the launch of the all-new 2023 Lexus RX. The campaign is an ode to the Lexus’s relentless pursuit to improve the RX with each new generation. The campaign was designed to highlight the vehicle’s new bold design, intuitive technology, and performance-driven electrification.

For the campaign’s entire marketplace spot, Lexus tapped long-time partner Team One -- Publicis Groupe’s fully integrated media, digital and communications agency for premium brands. Team One’s “Unfollow” plays on the universal appeal of “The Wizard of Oz.” The spot features a family resembling the movie characters in the new Lexus RX and asks what if Dorothy had ignored the advice to “follow the yellow brick road” and took the road less traveled instead? Like the all-new 2023 RX, “Unfollow” reimagines what is possible with a modern interpretation of one of the most celebrated films of all time.

“Unfollow” will run across linear, connected TV, digital video and social media.

The 2023 RX offers a highly diverse powertrain portfolio encompassing Lexus Electrified variants, as well as the Lexus-first DIRECT4 all-wheel drive system on the all-new RX 500h F SPORT Performance AWD. And, for the first time ever, a plug-in hybrid electric (PHEV) variant will be available.

AGENCY
Agency: Team One
Chief Executive Officer: Julie Michael
Chief Creative Officer: Chris Graves
Executive Creative Director: Jason Stinsmuehlen
Creative Director/CW: Britt Wilen
Creative Director/AD: Philipp Dietz
Senior Music Supervisor: Neil Cleary
Senior Project Manager: Julie Bedard
Senior Manager, Product Insights: Mark Savage
Group Account Director: Ben Allison
Management Supervisor: Rachel DeLesk
Director, Content Production: Sam Walsh
Associate Director, Content Production: Leah Bohl
Associate Director, Business Affairs: Janet Anderson
Senior Producer: Jenny Valladares
Senior Content Producer: Ann Truong

PRODUCTION
Production Company: RESET
Director: Hanna Maria Heidrich
Managing Director: Dave Morrison
Head of Production: John MOran
Executive Producer: Jen Beitler
Executive Producer: Michael Garza
Producer: Matt Wersinger
Director of Photography: Roman Vasyanov
Production Designer: Meghan McClure

EDITORIAL
Editorial Company: Cabin
Editor: Rami D’Aguiar
Assistant Editor: Katie Pehowski
Executive Producer: Adam Becht
Managing Director: Carr Schilling
Senior Producer: Dale Nicholls

VFX
VFX/Finishing: JAMM Visual Effects
VFX Supervisor / Lead Compositor: Benoit Mannequin
Flame Artist: Tim Robbins
Flame Artist: Patrick Munoz
Flame Artist: Diego Vazquez
Flame Artist: Max Harris
Flame Artist: Michael Parkinson
Flame Artist: Sam Shiflett
Matte Painter: Brandon Kachel
Producer: Anna Dood
Production Coordinator: Anne-Marie DePauw
Executive Producer: Asher Edwards

VFX Company: Tilt-Shift, LA
Creative Director: Felix Urquiza
HOP: Shelby Wong
CG Supervisor: Michael Johnson
VFX Producer: Joel Binder

COLOR
Color: JAMM Visual Effects
Colorist: Adam Scott
Color Assist: Carver Moore
Color Producer: Jon Lazar

MUSIC
Music Company: Squeak E. Clean
Executive Creative Producer: Micheal Gross
Executive Creative Director: Rob Barbato
Creative Director: Julie B. Nichols
Senior Producer: Max Taylor
Composer: Zac Colwell

"Follow the Yellow Brick Road" by Harold Arlen & E.Y. Harburg (courtesy Sony ATV Music Publishing/Disney Music Group,) performed by Squeak E Clean Music

AUDIO/MIX
Mix Company: Margarita Mix Santa Monica
Executive Producer: Whitney Morris
Operations Manager: Brian Frank
Mixer: Bruce Bueckert
Assistants: Mike Murzyn, Sean Melia, Zach Olson