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Alan Bibby, director
Dan Sormani, executive producer
LOGAN/Movie Magic International, production companies
Fake Love, project design and development
Saatchi + Saatchi Milan, ad agency
Toyota Lexus, client

“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.” 

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