Ever since Michael J. Fox rode a levitating "hoverboard" in "Back to the Future," skateboarders have been dreaming that one day this might actually become a reality.
In June, Lexus and agency CHI & Partners released a YouTube teaser hinting that they had indeed created a hoverboard; now they have revealed the full story. In this film directed by Smuggler's Henry-Alex Rubin, pro-skateboarder Ross McGouran gets to grapple with, and then performs a series of stunts on the board, eventually jumping over a moving Lexus. It's quite possibly the coolest skateboard film ever.
The board, which uses a combination of liquid-nitrogen-cooled super-conductors and permanent magnets to float, was developed in collaboration with a team of scientists specializing in magnetic levitation: IFW Dresden and evico GmbH. Watch the "Making Of" Documentary to find out more.
It's all part of Lexus's ongoing "Amazing in Motion" campaign through CHI & Partners that uses technological innovation to create incredible visual feasts; other films have included Swarm and Strobe.