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.
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