Lexus recently put together an F1 driver, 12 projectors, a tablet, and a Lexus IS300h hybrid to create a real world videogame in an airplane hangar in Italy. This technological production was part of a Lexus marketing campaign called “Trace Your Road” for the Italian market.
Ten Facebook contest winners were brought to the specially-outfitted hangar, which featured high-tech projectors and cameras to create projections of a racetrack on the ground. F1 driver Jarno Trulli then got behind the wheel of the Lexus IS300h hybrid, and each contest winner got their turn in the passenger’s seat to trace a path on the tablet which was then played out in real time by the projectors. Trulli had to react quickly to the spontaneous course as it was created, and suffered penalties for leaving the projected course. The Lexus was tracked through the hairpin turns and quick direction changes through an infrared camera system, keeping score if Trulli deviated from the courses drawn up by passengers.
The footage from this exercise will be turned into various commercial spots for Lexus that will air in Europe. The Lexus IS300h is a European-only hybrid version of Lexus’ redesigned-for-2014 compact sport sedan. In the U.S., we get two gasoline variants: the 2014 Lexus IS250 and the Lexus IS350, which are powered by 2.5-liter and 3.5-liter V-6 engines, respectively. The 2014 Lexus IS250, which starts at $36,860, produces 204 hp, and the $40,375 2014 Lexus IS350 makes 306 hp.
See the video below for some intense improvised racetrack action.