The agency designed and developed a fully-functioning Hoverboard. We then filmed it being put through its paces on a specially designed Hoverpark and released this film online

In designing our Hoverboard we were inspired by skate culture and Lexus design principles.

The Hoverboard incorporates materials and design features that appear in every Lexus, including bamboo, carbon-fibre and the Lexus Spindle Grille shape.

It hovers due to the ‘Meissner Effect’, which governs the relationship between magnetic fields and superconductors, which were built into the bottom of our Hoverboard.

We collaborated with scientists and traditional skatepark designers to construct our own custom Hoverpark. Construction took a team of fifty crew over two months, with the scientists, Hoverboard rider and production company performing daily tests.

The look of the finished Hoverpark was immediately recognisable from the world of skating whilst housing thousands of magnets, positioned and angled precisely to enable the board to perform as we wanted.

The process of making our Hoverboard took nearly eighteen months of planning, development, testing and persistence.

The physics behind the project had never been executed in the way we needed. Bearing the weight of the rider, having enough hover height and stability and being able to handle curves, inclines and jumps were all problems solved through constant iterations of testing and pressure to push the boundaries of what we had been told was possible.

We worked with skatepark designers and scientists to create our Hoverpark. This housed thousands of permanent magnets positioned and angled exactly to ensure the board could be ridden. A team of fifty built the park over two months, with daily testing to hone the design.

Keeping our board running during the shoot was a careful balancing act: two boards were used in rotation, each being refuelled from industrial liquid nitrogen tanks that we installed on site.

To date the campaign has received over 40 million views, over 30,000 pieces of media coverage and an estimated PR value of $64m.

Lexus is a global luxury car brand, a challenger in the category against Audi, Mercedes and BMW.

The Lexus brand is better known for its engineering credentials than for its imagination or creativity; our brief was to change this perception by demonstrating a side of the brand that hadn’t been seen before and get people talking.