Lexus IS Hybrid - Trace - (2013) (Italy)

Whoah, this is tablet-game brought to life. Remember those special pens and toy cars you could get at toy stores, where if you drew a line the car would follow the line? This is like that but with a real car, formula 1 driver Jarno Trulli, a huge hangar of space, and special game areas where you had to pick up bonus points along the way. Passengers designed a race-track in real-time on a touch tablet, and Jarno Trulli would drive the road drawn. Fast. Points would be detracted for any sliding outside the lines and failure to pick up bonus-packs.

To promote the new, high-performance Lexus IS Hybrid, Lexus Italy, Saatchi & Saatchi Italy, Movie Magic International (Milan), LOGAN (LA&NY) and Fake Love (NY) have collaborated to create “Trace Your Road,” an experiential event featuring Formula 1 driver, Jarno Trulli.
The ten finalists - selected from hundreds of applicants on Lexus’ Facebook page – were given the opportunity to sit in the passenger seat of the IS Hybrid with Trulli at the wheel. The course was then traced by contestants on a touch tablet that projected their designs onto the floor of the hangar using a collection of 12-20K and 22K projectors. The Lexus IS Hybrid was tracked using a custom high-res infrared (IR) camera system.

The collected footage was assembled into “Trace Your Road” a broadcast commercial campaign created by Saatchi & Saatchi Italy and featuring :15, :30, :60 and 1:20 commercial spots, along with a behind-the-scenes documentary, produced by Movie Magic and Directed by Logan’s Alan Bibby with App design/generative visuals by Fake Love. 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