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Lexus IS Hybrid, F1 Driver Want You to ‘Trace Your Road’ with ‘Real-Time, Real World Video Game’

Lexus wanted to show that the Lexus IS Hybrid is a unique car, so “Trace Your Road”– a collaboration between Saatchi and Saatchi Italy, Logan, Movie Magic and Fake Love,  is a completely different kind of ad.

Whether you call it a “life-size video game,” “real-time and real world video game,”or just a unique experiential event created and filmed with impeccable visual design, “Trace Your Road” is daring on many levels. And a little dangerous, actually.

The event, held July 26th, took place inside a large aircraft carrier near Rome. Ten finalists chosen from applicants on Lexus’ Facebook page (now that’s engagement), sat in the passenger seat while F1 driver Jarno Trulli drove through a course, traced on the spot by those contestants, using a tablet that projected the course onto the floor with the help of a collection of 12-20K and 22K projectors. Contestants were penalized if Trulli drove outside the projected course or touched the walls of the hangar. What resulted was a ton of impressive driving and incredible footage. Oh, and no horrific accidents.

The footage for the television spots — produced by Movie Magic and directed by Logan’s Alan Bibby, with app design and generative visuals by Fake Love — was used in  :15, :30, :60, and 1:20 spots. “Trace Your Road” succeeds as a visually stunning spot that pushes boundaries, utilizes innovative consumer engagement and, perhaps most importantly, makes the Lexus IS Hybrid look like a ton of fun to drive. The behind-the-scenes video, also well worth your time, is featured along with credits after the jump.

CREDITS

Agency: Saatchi & Saatchi

Executive Creative Director: Agostino Toscana

Creative Directors: Luca Lorenzini, Luca Pannese

Art directors: Giulio Frittaion, Michele Sartori.

Copywriters: Massimo Paternoster, Tommaso Zago.

Group Account: Monica Cassano, Chiara Torelli

Head of Tv: Raffaella Scarpetti.

Producer: Ella Elliott

 

Production Company: Movie Magic International

Executive Producer: Giorgio Borghi

Producer: Walter Ricciardi

DOP: Massimiliano Gatti

Editor: Wilma Conte

 

Post Production: LOGAN

Executive Producer: Dan Sormani

Live Action Director/Creative Director: Alan Bibby

POST PRODUCTION Producer: Eunice Kim

VFX Supervisor: John Corbett

Designers: Kenji Yamashita, Lutz Vogel, Will Arnold, Rick Kuan, Aaron Maurer

2d Animators: Lutz Vogel, Rick Kuan, Dave Rogers, Adam Stockett

3d Animators: Tehmina Beg, Warren Heimall, John Velazquez

Nuke Compositors: Paulo Dias, Lu Liu, Coche Gonzalez

Flame: Joanne Ungar, John Budion

 

Generative Visuals, Projection, Interactivity and Additional Post VFX: Fake Love

Producers: J.J. Wilmoth, Marie Celine Merret

Head of Creative Strategy: Josh Horowitz

Executive Creative Director: Layne Braunstein

Lead Designers: Blair Neal, Dan Moore

Designer: Ekene Ijeoma

2d and 3d Animation: Atanas Djibirov

Computer vision using ofxCv by Kyle McDonald

Original Music: Alessandro Cristofori and Diego Perugini for Stabbiolo Music

Sound design: Top Digital

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