“Trace Your Road” is the unique experiential performance, featuring an F1 driver, captured in the spot campaign and BTS film created for Lexus Italy by Saatchi & Saatchi Italy, Movie Magic International (Milan), LOGAN & Fake Love.
To promote the new, high-performance Lexus IS Hybrid, Lexus Italy, Saatchi & Saatchi Italy, Movie Magic International (Milan), LOGAN (LA & NY) and Fake Love have collaborated to create “Trace Your Road,” an experiential event featuring Formula 1 driver, Jarno Trulli. Held on July 26, “Trace Your Road” pits Trulli against a series of improvised racetracks, each one designed on a touch tablet in real-time by one of ten lucky contest winners. Fake Love conceptualized and produced the generative visuals, projections and interactivity for the campaign. LOGAN directed the live action portion, and handled post VFX and finishing. Movie Magic International provided on-site pre-production and production for the spots and produced a behind-the-scenes documentary.
The live event took place under high security inside the immense aircraft hangar near Rome, and features the new IS Hybrid, a multitude of cameras, and vast real-time projections all brought together creatively by LOGAN live action director, Alan Bibby.
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.
Trulli’s expert driving skills were put to the test as he attempted to follow the spontaneous, real-time paths. Penalties were assessed for leaving the projected routes and for touching the walls of the hangar. The results included spectacular hairpin turns, stunning footage and, luckily, no accidents.
“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.”
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
Director: Alan Bibby / LOGAN
Producer: Walter Ricciardi
DOP: Massimiliano Gatti
Editor: Wilma Conte
Executive Producer: Dan Sormani
Live Action Director/Creative Director: Alan Bibby
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: Kyle McDonald
Original Music: Alessandro Cristofori and Diego Perugini for Stabbiolo Music
Sound Design: Top Digital
LOGAN (www.logan.tv) is an award-winning New York and Los Angeles-based creative studio and production company specializing in groundbreaking content creation. Their team of producers, directors, creative directors, VFX artists, and animators excel at problem solving and helping clients bring their vision to life. Concepting, ideation, design, live-action production, 2D and 3D animation, VFX, editorial, and ﬁnishing take place under one roof, making workﬂow a truly seamless experience.
Logan & Sons (www.loganandsons.com) acts as the live-action division of LOGAN and represents a broad spectrum of directorial talent.
Known for its iconic work for top brands, LOGAN helped create many memorable cultural moments, including commercial campaigns like the Apple’s iPod Silhouettes, viral hits like the Gymkana ﬁlms (over 165 million views), opening titles and sequences for ﬁlms like Zombieland, The Avengers, Premium Rush, and Gangster Squad, content and marketing campaigns for hit video games like Elder Scrolls: Skyrim, Call of Duty, Borderlands, Resistance, Metal Gear Solid, and many others.
About Fake Love:
Fake Love is an award-winning creative boutique in New York that focuses on immersive commercial and artistic visual storytelling and branding. We write, design, produce and shoot anything you can imagine. And some things you can’t.
Fake Love has worked on campaigns for clients such as Marc Jacobs, Google, M∙A∙C Cosmetics, Samsung, Dell, ABC, Heineken, Def Jam, Volvo, The History Channel, Shen Wei Dance Arts, British Airways, Microsoft, The Daily, Coke, Universal, and Spin Magazine.
About Saatchi & Saatchi Italy:
The Saatchi & Saatchi Network is a global creative communications company headquartered in New York with 130 offices in 70 countries and over 6000 employees. Saatchi & Saatchi is part of the Publicis Groupe, the world’s third largest communications group.
In Italy, there are two full-service offices, one in Milan and one in Rome, and about 150 employees.
Creativity is behind Saatchi & Saatchi Italy’s success.
In the last 14 months: 11 Lions at the Cannes International Festival of Creativity; the most awarded agency at the Italian Art Directors Club; a Grand Prix at the European Art Directors Club.
Amongst its major clients: Aia, Averna, Calzedonia, Club Med, Enel, Fater, Groupama, illy, Intesa Sanpaolo, Lexus, Negroni, Parmalat, Procter & Gamble, Salmoiraghi & Viganò, Stroili Oro, Sofidel, Toyota, Visa e Whirlpool.
In 2010 the Saatchi & Saatchi Italian group has created Essense which main clients are Carrefour and BPM (Banca Popolare Milano).
About Movie Magic:
Founded in the early 90s, Movie Magic has gained a leadership position in the Italian scene, quickly establishing itself at international level.
Today Movie Magic showreel boasts a broad range from succeeding in big Hollywood-style productions to smaller and creative films.
Based in Milan and Los Angeles, a solid worldwide network of contacts and a dynamic and international team of professionals, Movie Magic offers its customers the ability to produce all over the world, using the best feature film and advertising directors, Italians and foreigners.