The all-new 2019 RDX was created by removing all limits from the imaginations of Acura engineers. In order to create the perfect luxury SUV, they changed their perspective on what a car should be.
So, to launch the car on social media, we did the same.
Using the standard class-leading panoramic roof as a tool for change, we launched the Look Up movement designed to change people’s behavior and get them discovering a never-before-seen perspective.
We began by mounting a RED Helium 8K camera sensor to a Titan Motion Control Rig in a world’s-first approach to shooting the all-new RDX inside and out. Utilizing three different environments with millimeter precision, we gave people a complete experience of the car’s exterior and interior using a single take.
We armed a few select social influencers with new RDX’s and sent to places across the country with a new perspective. They began facilitating the #LookUp movement and sharing it with their wide-reaching audience.
The #LookUp movement already existed on social media, with almost 4 million uses of the hashtag on Instagram alone. We used this nearly endless stockpile of beautiful user-generated content to create unique digital films throughout the duration of our campaign all while positioning the car as the hero.
Finally, we sent a group of influencers to the darkest places in the United States to capture the Orionid Meteor Shower during its peak on October 21st. We create a digital film that was released on social, and told the story of people across the country who had never seen a meteor shower without light pollution before.
The all-new 2019 RDX was created by removing all limits from the imaginations of Acura engineers. In order to create the perfect luxury SUV, they changed their perspective on what a car should be.
So, to launch the car on social media, we did the same.
Using the standard class-leading panoramic roof as a tool for change, we launched the Look Up movement designed to change people’s behavior and get them discovering a never-before-seen perspective.
We armed a few select social influencers with new RDX’s and sent to places across the country with a new perspective. They began facilitating the #LookUp movement and sharing it with their wide-reaching audience.
The #LookUp movement already existed on social media, with almost 4 million uses of the hashtag on Instagram alone. We used this nearly endless stockpile of beautiful user-generated content to create unique digital films throughout the duration of our campaign all while positioning the car as the hero.
Finally, we sent a group of influencers to the darkest places in the United States to capture the Orionid Meteor Shower during its peak on October 21st. We create a digital film that was released on social, and told the story of people across the country who had never seen a meteor shower without light pollution before.