Dubai, UAE, 4th June 2013: During this year's Cannes Film Festival in May, Lexus hosted the World Premiere of five short films as part of its “Life is Amazing” initiative which features creative short films of filmmakers from around the world.
Ranging from three to six minutes in length, the five short films celebrate life expressing it as an amazing experience through various themes that reach and engage people irrespective of race, culture and nationality.
- Film 1 “Beyond Memories” directed by Cristina Molino from Spain
Sophie believes that forgetting is the only way of moving on with her life, but one day she realises that she can't make memories from a previous life completely disappear. All those memories are still there, hidden inside her mind.
- Film 2 “Echoes” directed by Campbell Hooper and Joel Kefali from New Zealand
An expectant father waiting in a bar, an executive driving home, an astronaut in space, a young woman going for a late night swim and a singer waiting to go on stage are all experiencing a surreal moment of clarity.
- Film 3 “Swimming in Air” directed by Justin Tipping from United States
Victor may be young, but he knows what love is. Emily is the girl of Victor's dreams and he knows he has to do something extraordinary to prove his love to her. When Victor sets out to impress Emily, he'll be challenged in every way and ultimately have to risk life and limb for the sake of love.
- Film 4 “Pupil” directed by Chan Chung Ki from China
'Pupil' tells the story of two artists struggling to break through their own personal cocoons. Both women will face the same traumatic event that will ultimately shift their perspective on life, challenge their passion for art, and allow them to see the world in new, amazing ways.
- Film 5 “A Better Tomorrow” directed by Mitsuyo Miyazaki from Japan
In the near future when water is scarce, Shin and Myra, two orphans following in their scientist father's footsteps, develop a technology that could turn the tides of time and heal the earth. But when dark forces kidnap them in an attempt to steal their father's invention, the device is mistakenly activated and a mysterious power unleashed. While trying to escape their captors, they are magically transported on a voyage out of this world.
“‘Life is Amazing' is a ‘new age', innovative story telling technique that leverages the power of film as a vehicle that mentally transports audiences to the destination which Lexus has earmarked as the brand's next phase in its evolution cycle,” said Saud Abbasi, General Manager, Al Futtaim Motors – Lexus, the exclusive distributor of Lexus vehicles in the UAE.
Lexus is dedicated to surpassing customers' expectations, both with the luxury cars it builds and the luxury experience for its customers. With its new products, Lexus has introduced striking new designs and a more engaging driver's experience.
The Lexus short films are part of a broader strategy to showcase the Brand's new look and direction as also done at Milano Salone and the recent launched Amazing in Motion competition.
The first and second Lexus Short Film have been released and are available on Lexus UAE Facebook fan page www.facebook.com/LexusAE.