F1 Driver Drives on Improvised Racetracks Created in Real Time

Saatchi Italy Teams with Jarno Trulli for Experiential Campaign

Published On
Sep 11, 2013

Editor's Pick

F1 pro Jarno Trulli is at your mercy, in this cool experiential campaign for Lexus, by Saatchi Italy. "Trace Your Road" asks Trulli to drive along on a series of improvised racetracks, which were created in real-time by 10 contest winners, who traced the track on a tablet device.

The event, which happened in an aircraft hangar near Rome, featured 10 finalists selected from a Lexus Facebook page. They got to sit in the passenger seat of the IS Hybrid, next to Trulli, then asked to trace the design on a touch tablet. That tablet projected the track onto the floor of the hangar.

Credits

Date
Sep 11, 2013
Brand:
Lexus
Client:
Lexus
Agency:
Saatchi & Saatchi
Executive Creative Director/Production:
Agostino Toscana
Creative Director:
Luca Lorenzini
Creative Director:
Luca Pannese
Art Director:
Giulio Frittaion
Art Director:
Michele Sartori
Copywriter:
Massimo Paternoster
Copywriter:
Tommaso Zago
Head of TV:
Raffaella Scarpetti
Producer:
Ella Elliot
Production Company:
Movie Magic International
Executive Producer:
Giorgio Borghi
Producer:
Walter Ricciardi
Director, Photography:
Massimiliano Gatti
Editor:
Wilma Conte
Post Production:
Logan
Visual Effects:
Fake Love
Director:
Alan Bibby

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Project Type