This is pretty cool. I think this qualifies as starting with “wow.”
Lexus of Italy partnered with Saatchi & Saatchi to create an interactive life sized video game to promote their new IS Hybrid.
The “players” are seated in the passengers seat and have an iPad on their lap. A goal appears on their screen that corresponds with a projected circle of light on the warehouse floor.
The player then draws a path to checkpoints circle that are projected on the floor for the driver (a professional F1 driver) to follow. The have to pass 7 randomly placed check points in as little time as possible. Once they reach a checkpoint, the next target appears on their screen. They earn points for speed, and lose points for going off track or missing a checkpoint.
The director, Alan Bibby provided a philosophical explanation of the sentiment behind this project:
“There’s no roadmap, you have to create the blueprints. This idea of of tracing your own road, taking your own path, of taking risks, of not following the herd.”
I always dreamed of something like this growing up as a kid. This is the closest I have seen to an effective use of augmented reality.
I also think the new IS from Lexus is a pretty sweet car as well (but I’m also biased, since I own a 2nd gen IS350).
Here is the video spot:
