Saatchi & Saatchi’s supersized video game

By Creative Bloq Staff
published

A Lexus, an F1 driver, a touch tablet, a load of projectors and an aircraft hangar combine to create the ultimate racing game.

Saatchi & Saatchi Italy has come up with an impressive way to promote the new Lexus IS Hybrid: in ‘Trace Your Road’ it put 10 competition winners into the Lexus’ passenger seat to draw their own racetracks on a touch tablet.

These were then projected onto the floor of an enormous aircraft hangar near Rome and F1 driver Jarno Trulli was immediately put to the test, driving the Lexus around improvised routes as quickly as possible.

Thanks to the efforts of Alan Bibby from award-winning creative studio LOGAN, and creative boutique Fake Love, the result is a breathtaking combination of thrilling high-speed driving and stunning real-time visuals, all designed to show off the Lexus to its best advantage.

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Creative Bloq Staff

The Creative Bloq team is made up of a group of design fans, and has changed and evolved since Creative Bloq began back in 2012. The current website team consists of eight full-time members of staff: Editor Georgia Coggan, Deputy Editor Rosie Hilder, Ecommerce Editor Beren Neale, Senior News Editor Daniel Piper, Editor, Digital Art and 3D Ian Dean, Tech Reviews Editor Erlingur Einarsson and Ecommerce Writer Beth Nicholls and Staff Writer Natalie Fear, as well as a roster of freelancers from around the world. The 3D World and ImagineFX magazine teams also pitch in, ensuring that content from 3D World and ImagineFX is represented on Creative Bloq. 

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