TVNewser Show TVNewser TVSpy LostRemote SocialTimes AllFacebook FishbowlNY FishbowlDC PRNewser 10,000 Words GalleyCat UnBeige MediaJobsDaily

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

Mediabistro Course

Storytelling for Media Professionals

Storytelling for Media ProfessionalsStarting April 22, this in-person workshop will teach you the specific ways to incorporate storytelling into your personal and professional life. Students will examine the role of storytelling in business and put their newfound skills into practice with a series of improvisation, writing, and presentation exercises designed to help them uncover personal stories. Register now!