“To promote the new, high-performance Lexus IS Hybrid, production company LOGAN collaborated with us to create Trace Your Road, a live experiential event that visually matched a stylized commercial. We ended up with something entirely new: a life-sized, real-time user-generated racetrack made of light. Trace Your Road pits Formula One driver Jarno Trulli, who’s behind the wheel of an IS Hybrid, against a series of improvised racetracks; one of ten contest winners traced the course on a touch tablet from the passenger seat. Twelve 22K projectors created the racetracks on the floor of an immense aircraft hangar, and a custom infrared camera system tracked the car.”