Trace Your Road is the unique experiential performance, featuring an F1 driver, captured in the spot campaign and BTS film created for Lexus Italy by Saatchi & Saatchi Italy, Movie Magic International (Milan), LOGAN & Fake Love.
To promote the new, high-performance Lexus IS Hybrid, Lexus Italy, Saatchi & Saatchi Italy, Movie Magic International (Milan), LOGAN (LA & NY) and Fake Love have collaborated to create Trace Your Road, an experiential event featuring Formula 1 driver, Jarno Trulli. Held on July 26, Trace Your Road pits Trulli against a series of improvised racetracks, each one designed on a touch tablet in real-time by one of ten lucky contest winners. Fake Love conceptualized and produced the generative visuals, projections and interactivity for the campaign. LOGAN directed the live action portion, and handled post VFX and finishing. Movie Magic International provided on-site pre-production and production for the spots and produced a behind-the-scenes documentary.
The live event took place under high security inside the immense aircraft hangar near Rome, and features the new IS Hybrid, a multitude of cameras, and vast real-time projections all brought together creatively by LOGAN live action director, Alan Bibby.
The ten finalists - selected from hundreds of applicants on Lexus' Facebook page - were given the opportunity to sit in the passenger seat of the IS Hybrid with Trulli at the wheel. The course was then traced by contestants on a touch tablet that projected their designs onto the floor of the hangar using a collection of 12-20K and 22K projectors. The Lexus IS Hybrid was tracked using a custom high-res infrared (IR) camera system.
Trulli's expert driving skills were put to the test as he attempted to follow the spontaneous, real-time paths. Penalties were assessed for leaving the projected routes and for touching the walls of the hangar. The results included spectacular hairpin turns, stunning footage and, luckily, no accidents.
The new Lexus IS Hybrid is a real turning point in terms of design and performance, says Andrea Carlucci, Toyota Marketing and Lexus Director in Italy. It is unmatched in both areas, and it's a hybrid, which distinctly differentiates the brand from all competitors. The Trace Your Road' campaign and experiential event are spectacular examples of how unique this car is.
The collected footage was assembled into Trace Your Road a broadcast commercial campaign created by Saatchi & Saatchi Italy and featuring :15, :30, :60 and 1:20 commercial spots, along with a behind-the-scenes documentary, produced by Movie Magic and Directed by Logan's Alan Bibby with App design/generative visuals by Fake Love.
New Lexus IS Hybrid | TRACE YOUR ROAD | A Life-Size Video Game
Credits:
Agency: Saatchi & Saatchi
Executive Creative Director: Agostino Toscana
Creative Directors: Luca Lorenzini, Luca Pannese
Art directors: Giulio Frittaion, Michele Sartori
Copywriters: Massimo Paternoster, Tommaso Zago
Group Account: Monica Cassano, Chiara Torelli
Head of TV: Raffaella Scarpetti
Producer: Ella Elliott
Production Company: Movie Magic International
Executive Producer: Giorgio Borghi
Director: Alan Bibby / LOGAN
Producer: Walter Ricciardi
DOP: Massimiliano Gatti
Editor: Wilma Conte
Post-Production: LOGAN
Executive Producer: Dan Sormani
Live Action Director/Creative Director: Alan Bibby
Producer: Eunice Kim
VFX Supervisor: John Corbett
Designers: Kenji Yamashita, Lutz Vogel, Will Arnold, Rick Kuan, Aaron Maurer
2D Animators: Lutz Vogel, Rick Kuan, Dave Rogers, Adam Stockett
3D Animators: Tehmina Beg, Warren Heimall, John Velazquez
Nuke Compositors: Paulo Dias, Lu Liu, Coche Gonzalez
Flame: Joanne Ungar, John Budion
Generative Visuals, Projection, Interactivity and Additional Post VFX: Fake Love
Producers: J.J. Wilmoth, Marie Celine Merret
Head of Creative Strategy: Josh Horowitz
Executive Creative Director: Layne Braunstein
Lead Designers: Blair Neal, Dan Moore
Designer: Ekene Ijeoma
2D and 3D Animation: Atanas Djibirov
Computer Vision Using ofxCv: Kyle McDonald
Original Music: Alessandro Cristofori and Diego Perugini for Stabbiolo Music
Sound Design: Top Digital
About LOGAN:
LOGAN http://www.logan.tv is an award-winning New York and Los Angeles-based creative studio and production company specializing in groundbreaking content creation. Their team of producers, directors, creative directors, VFX artists, and animators excel at problem solving and helping clients bring their vision to life. Concepting, ideation, design, live-action production, 2D and 3D animation, VFX, editorial, and nishing take place under one roof, making work ow a truly seamless experience.
Logan & Sons http://www.loganandsons.com acts as the live-action division of LOGAN and represents a broad spectrum of directorial talent.
Known for its iconic work for top brands, LOGAN helped create many memorable cultural moments, including commercial campaigns like the Apple's iPod Silhouettes, viral hits like the Gymkana lms (over 165 million views), opening titles and sequences for lms like Zombieland, The Avengers, Premium Rush, and Gangster Squad, content and marketing campaigns for hit video games like Elder Scrolls: Skyrim, Call of Duty, Borderlands, Resistance, Metal Gear Solid, and many others.
About Fake Love:
Fake Love is an award-winning creative boutique in New York that focuses on immersive commercial and artistic visual storytelling and branding. We write, design, produce and shoot anything you can imagine. And some things you can't.
Fake Love has worked on campaigns for clients such as Marc Jacobs, Google, M A C Cosmetics, Samsung, Dell, ABC, Heineken, Def Jam, Volvo, The History Channel, Shen Wei Dance Arts, British Airways, Microsoft, The Daily, Coke, Universal, and Spin Magazine.
About Saatchi & Saatchi Italy
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
06/09/2026
June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
When Canada qualified for the FIFA World Cup 2026, OneSoccer knew this wasn'...
04/07/2026
Celebrates company's 80th anniversary
Rhodes have recently revealed that they will be producing a limited run of electric pianos in celebration of their...
04/07/2026
Blackmagic Design Cameras Empower Youth Broadcasting Program
Brie Clayton July 3, 2026
0 Comments
Blackmagic Pocket Cinema Camera 6K Pro and Blackmagi...
04/07/2026
iZotope Joins Boris FX
Boris Yamnitsky July 3, 2026
0 Comments
iZotope, the team behind RX and Ozone, is joining Boris FX. A letter from founder Boris...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
03/07/2026
New bundle & three Single Packs
Continuing to expand their already sizeable orchestral collection, VSL's latest release introduces three new Single Pack...
03/07/2026
Venue installs new ATC-equipped control room
LSO St Luke's, a unique music venue that also serves as the home of the London Symphony Orchestra, have rec...
03/07/2026
Caden Pearson appointed new Commissioning Editor for NITV
3 July, 2026
Media releases
National Indigenous Television (NITV) has strengthened its commitment...
03/07/2026
1 February 2023
SHARE Facebook Twitter Linkedin Email
Munich, Germany, 1st February 2023: Cinegy GmbH, the premier provider of software technology for digit...
03/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
03/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
03/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
03/07/2026
Death Star
Andy Marken July 2, 2026
0 Comments
Look, I can't get involved. I've got work to do. It's not that I like the Empire; I hate i...
03/07/2026
Berklee's New Visual Identity: Honoring Our History, Building for What's...
03/07/2026
Scripps Research scientists awarded $2M to advance global disease surveillance Two Gates Foundation grants will expand wastewater surveillance and AI-driven dis...
03/07/2026
Joan Pulupa joins Scripps Research faculty to study the organization of DNA in brain cells and its links to neurodegeneration Using smell-sensing neurons and ad...
02/07/2026
Entering her senior year, this hometown girl is paving a career in live sports production gaining experience in replay and audio and as a TD
In the live-sports...
02/07/2026
In-venue and creative video staffers at the professional and collegiate level ha...
02/07/2026
BLAST, a competitive entertainment company focused on esports, has announced more than $133 million in revenue for 2025, representing more than 40% year-over-ye...
02/07/2026
Riedel Communications has announced official SKAARHOJ panel support for SimplyLive production workflows, enabled through the SimplyLive 2.1 release. The integra...
02/07/2026
The Fire Rescue Service of the Czech Republic has deployed LiveU video-over-bond...
02/07/2026
Gravity Media USA has announced the appointment of Brittney Boston as Head of Business Development, effective July 1, 2026. Based in Nashville, Tennessee, Bosto...
02/07/2026
TwelveLabs, a video intelligence company, has announced $100 million in Series B funding co-led by NEA and NAVER Ventures, with participation from Amazon, Radic...
02/07/2026
The Pro Padel League (PPL) has announced a broadcast partnership with USA Sports that will air five PPL championship matches on CNBC during the 2026 season, the...
02/07/2026
LiveLike, a digital fan engagement platform, has announced eight confirmed FIFA ...
02/07/2026
Cobalt Digital has received Future's Best of Show Award, presented by AV Technology at InfoComm 2026, for its blueCORE family of standalone signal processor...
02/07/2026
Synamedia has announced the appointment of Dr. Tzvi Gerstl as Chief Executive Officer. Paul Segre, who has served as CEO for the past six years, will transition...
02/07/2026
The Esports Foundation (EF) and Sony Group Corporation have announced an expanded collaboration for the Esports World Cup 2026 (EWC), taking place in Paris, Fra...
02/07/2026
Zee Entertainment Enterprises Ltd. ( Z') has announced exclusive broadcast and digital rights for the Bundesliga in India for five years, beginning with the...
02/07/2026
An effort uniting News, Sports, Local, and Telemundo, the 50+-camera live produc...
02/07/2026
Zoey Deutch, John Slattery, Ken Marino, Miles Gutierrez-Riley, and Ben Wang appe...
02/07/2026
Stammering, stuttering, strangulated tones
The Crow Hill Company's latest creation promises to be the most original sound set they've produced to d...
02/07/2026
A new era in unmixing and spectral editing
The latest version of Steinberg's spectral audio-editing software has just arrived, building on the strength...
02/07/2026
Aims to simplify additive synthesis
Sine Machine is the debut launch from Melatonin, a Vienna-based developer who have spent the past six years creating wha...
02/07/2026
Products to remain fully active & supported
Following the news of Native Instruments joining the inMusic brand line-up, Academy and Emmy Award-winning visua...
02/07/2026
What you missed!
Last weekend, Saturday 27 June 2026, saw the debut of Sound On Sounds new GearExpo UK event, the largest dedicated pro-audio event to take ...
02/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
02/07/2026
Following the successful launch of its inaugural APAC Mentoring Programme last month, the Rise AV APAC Regional Council will bring the conversation around mento...
02/07/2026
Blackmagic PYXIS 6K Used to Shoot Director Takahisa Zeze's Cry Out
Brie Clayton July 2, 2026
0 Comments
Highly mobile camera supports tense and de...
02/07/2026
Broadcast Solutions acquires BFE, expanding its lead in European broadcast, medi...
02/07/2026
Berklee Alum and Faculty Perform at Boston Public Library's 250th Anniversar...
02/07/2026
Broadcast Solutions GmbH, a leading systems integrator and provider of innovative solutions for the broadcast media industry, is acquiring BFE Studio und Medien...
02/07/2026
Cinegy GmbH, the premier provider of software-defined television technology, has extended the ingest facility at leading Brazilian sports company LiveMode, work...
02/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
02/07/2026
Standalone processors acknowledged for the innovation and value they bring to Pro AV
Cobalt Digital, a leading designer and manufacturer of signal processing ...
02/07/2026
Synamedia announced today the appointment of Dr Tzvi Gerstl as Chief Executive Officer. Paul Segre, who has served as CEO for the past six years, will transitio...
Trace Your Road is the unique experiential performance, featuring an F1 driver, captured in the spot campaign and BTS film created for Lexus Italy by Saatchi & Saatchi Italy, Movie Magic International (Milan), LOGAN & Fake Love.
