Lotus creeps us out with Metamorphosis campaign [w/video]

Filed under: Etc., Videos, Lotus
Behind the scenes of Lotus' Metamorphosis project - Click above to watch video after the jump

Lotus isn't the first, just the latest, to encase one of its vehicles in the quixotic amber of conceptual art. In this case the project is called The Lotus Metamorphosis, and the aim is to express the company's own reversal in some way that is grander than a press release.

Lotus employed French photographer Gérard Rancinan to conjure some ideas, and he gathered the five concepts from the Paris Motor Show for a photo session that created the images like the one above. The fact that Lotus has admitted that only the Esprit is being developed makes the inclusion of the other four is a bit intriguing. Although we had read it reported elsewhere that Lotus was only working on the Esprit, the company contacted us to say that they are working on all the cars "at various levels." The Esprit is getting massive attention, but with a new car due out every year for the next few years there is necessarily a lot of development occurring on the others as well.

On the art itself, Lotus CEO Dany Bahar said of Rancinan, "I felt instinctively that he would be the perfect person to demonstrate our vision and encapsulate the spirit of our brand with his images." We aren't equipped to judge the art, but we do admit to watching the video after the jump with the same half-howled wonder as Double Rainbow Guy, namely, "What does it meeeeeeeeeeeeean?" If that isn't enough, the presser might explain things.

[Source: Lotus]Continue reading Lotus creeps us out with Metamorphosis campaign [w/video]Lotus creeps us out with Metamorphosis campaign [w/video] originally appeared on Autoblog on Wed, 10 Nov 2010 19:57:00 EST. Please see our terms for use of feeds.Permalink | Email this | Comments



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