Super Street Network

 |   |  Lexus IS Hybrid Real-Life Video Game (w/video)

Lexus IS Hybrid Real-Life Video Game (w/video)

Formula 1 driver Jarno Trulli takes on a circuit projected onto the ground in real-time by Lexus fans

Sep 20, 2013
Photographer: Lexus

Lexus IS Hybrid Video Details:

  • Trace Your Road" finalists selected from Lexus' Facebook fanpage create a track from a touch tablet
  • Jarno Trulli races the real-time track projected in hanger
  • Directed by Alan Bibby from LOGAN
  • Commercial created by Saatchi and visuals by Fake Love

1309 Lexus Trace Your Road IS Hybrid Head Lights 08 Photo 1/8   |   1309 Lexus Trace Your Road IS Hybrid Head Lights 08

Whether you like it or not hybrid cars will be a big part of the automotive future. Lexus has partnered with Saatchi Italy, Movie Magic International (Milan), Logan LA&NY and Fake Love to develop a revolutionary "Trace Your Road" event to endorse the completely redesigned Lexus IS Hybrid.

1309 Lexus Trace Your Road Start 03 Photo 2/8   |   1309 Lexus Trace Your Road Start 03
1309 Lexus Trace Your Road Projected 04 Photo 3/8   |   1309 Lexus Trace Your Road Projected 04

10 lucky contest winners selected from the Lexus' Facebook page will design a series of improvised racetracks designed on a touch tablet for Formula 1 driver, Jarno Trulli to race. Lexus sourced a huge aircraft hangar near Rome for the live event and enlisted Alan Bibby from LOGAN to direct the live action segment as well as handle the post VFX. Bibby and an army of cameras were used to develop real-time projections. The finalists rode shotgun with Trulli and traced their racetrack design on a special touch tablet, which casted 22k projections on the hangar floor.

1309 Lexus Trace Your Road Jarno Trulli 02 Photo 4/8   |   1309 Lexus Trace Your Road Jarno Trulli 02

Trulli's driving skills were challenged as he followed the impromptu race track being developed in front of his eyes. Leaving the routes or touching the walls of the hangar resulted in penalties. The end product included amazing hairpins and stunning footage.

"The new Lexus IS Hybrid is a real turning point in terms of design and performance," says Andrea Carlucci, Toyota Marketing and Lexus Director in Italy. "It is unmatched in both areas, and it's a hybrid, which distinctly differentiates the brand from all competitors. The 'Trace Your Road' campaign and experiential event are spectacular examples of how unique this car is." Saatchi & Saatchi Italy had the duty of creating commercial spots using the collected footage from the special "Trace Your Road" event, while Movie Magic produced the behind-the-scenes documentary. The company Fake Love was responsible for designing the app and generative visuals.

"With this live videogame we have once again created something new, unique and spectacular," said Giuseppe Caiazza, CEO of Saatchi & Saatchi Italy and Head of Automotive Business for Europe. "This work is another important example of how to communicate with different media technologies to maximize the appeal of a brand."

"A masterpiece of technology deserves a test drive at the same level. We wanted this event to be the new "state of the art" as far as performance and driving pleasure are concerned. And we succeeded," said Agostino Toscana - Executive Creative Director for Saatchi & Saatchi Italy.

Sterotypically, hybrids were only driven by the "green" crowd, but this Lexus hybrid breaks that stereotype into pieces. You'll never see anyone drive a hybrid as hard as Trulli did in the video and the slick cement floor helped it slide more dramatically too but it does the job from a marketing standpoint. Move over Toyota Prius there's a new hot hybrid in town in the form of a four-door sports car.

1309 Lexus Trace Your Road Finished Traces 07 Photo 8/8   |   1309 Lexus Trace Your Road Finished Traces 07
Jofel Tolosa
473 Articles



Snow white, pixie-sized 1967 N600 - the first Honda in America, number one of 50 - was found and restored by Tim Mings, a mechanic from Los Angeles, Calif.
Kirill OugarovOct 21, 2016
What will race cars look like in the year 2030? A handful of designers made their predictions for a Michelin design contest.
Ed TahaneyOct 21, 2016
A big, hyper-powered rolling tank of a German sedan; the thought of which is enough to make a certain kind of driver giddy.
James TateOct 20, 2016
The new 2017 Acura NSX takes on the Nissan GT-R in this episode of Head 2 Head.
Erick AyapanaOct 19, 2016
With ARK Performance, Hyundai created the Road Racer Elantra Concept for the 2016 SEMA Show, which takes inspiration from road racing and time-attack vehicles
Jonathon KleinOct 19, 2016