#lexusinstafilm – Making a Car Commercial One Instagram Frame at a Time

A few weeks ago, the Totally Rad team showed up to a special event as a sponsor and to support a friend of ours from previous Instameets. @mollymgrubbs invited us to help to create a commercial for the new vehicle coming out from Lexus. The commercial would be shot, frame-by-frame by volunteers using mobile phones, processed however the photographer decided, and published on Instagram. How could we refuse?

Step 1 – Go to Angel Stadium in Anaheim, CA.

The Big AStadium

Step 2 – Pick the frame you want to shoot.

Volunteer Putting Up Frame ChoicesMy Frame

Step 3 – Wait for your group to be called, enjoy provided meal from food truck vendors, check out custom cars from the local Lexus car club, and hang out with friends.

Chenin & Jeremiah Clown AroundPeople Talking and Waiting
Cloudy Sky on the HoodTasty Grub

Step 4 – Go with the group over to the location where your frame is set up.

At the Edge of the Parking LotThe Setup

Step 5 – Hand your iPhone over to the grip, who locks it in place to get the exact frame from the storyboard.
Step 6 – Press the button to take the photo. Allow the grip to take a second one just in case.

Grip Lining Up the ShotMy Frame Unprocessed

Step 7 – Go to the post-production tent to process your frame, using whatever photo app you want, however you want. Just remember not to mess with the crop.

Do Not Mess With The CropUpload to Instagram

Step 8 – Upload the frame to Instagram and tag it with the correct event and frame number.

Version 1Version 2Version 3

I knew before the event how I wanted to process my frame. PicTapGo has an unsung filter called “Paperboy.” I’m probably the only one that ever uses it. The filter creates a half-tone effect as if the photo had been published in a newspaper or old comic book. What is not to love? And I was certain that my frame would stand out. Of course I did play with the frame later on to create a few other version, but I’m happiest with the Paperboy version.

Click here to see all the processed frames.

The day was long and hot. My group got pushed back eventually to the very end of the day, so unfortunately I only got the chance to shoot one frame. I would’ve enjoyed doing more. Easy come, easy go. It was still a fun event. And I got to help create a car commercial. Cooper, Sterling, Draper, Pryce would be jealous.