Following a digital teaser campaign in social media in June, the Japanese auto brand Lexus presented its long-anticipated Hoverboard, developed in collaboration with the German tech companies specialising in magnetic levitation, IFW Dresden and evico GmbH.
Like some other prototypes of this kind, the Hendo Hoverboard for example, the Lexus Hoverboard uses a combination of liquid-nitrogen-cooled super-conductors and permanent magnets to float.
In the videos shot for the ‘Slide’ campaign by the London-based agency CHI&Partners a professional skateboarder Ross McGouran rides the board, floating over a custom-built hoverpark.
«Slide» is the fourth in a series of ‘Amazing in Motion’ Lexus’s content marketing projects that has picked numerous international awards, such as Cannes Lions, D&AD, Clio Awards, Eurobest, Epica, London International Awards, and many others. As Mark Templin says, the aim of the project is to «push the boundaries of technology, design and innovation to make the impossible possible.»
Below is the presentation video of the Lexus Hoverboard.