Lexus’ big pop-up book commercial

“The safest accidents are the ones that never happen.”

That’s the slogan that Lexus is using to advertise their new 2008 RX. And to drive the concept further, Lexus has partnered up with some very creative minds at Team One and Stylewar to produce this totally awesome pop-up book. Hah, no, they didn’t build a pop-up book that big.

[P]roduction built a giant, full-sized book frame for green screen, with tabs and wheels that could be manipulated by actual stage hands. And the actual pop-up book with moving parts was a mere six feet high, which was then married to the green screen frame at a52.

Still cool! [via]

If you’ve got the bandwidth, here’s the MOV file.