Lexus unveils Art is Motion campaign with Happiness Brussels
Lexus has unveiled a new advertising campaign for its IS 300h hybrid car, using artistic software to measure the driver’s style and converting it into ‘digital brush strokes’, creating a digital picture of the car’s owner in real time.
The Art is Motion campaign, created by Happiness Brussels, shows the portrait viewed on the front video screen and broadcast onto the Lexus website.
Joris Peeters, marketing director for Lexus Belgium, said: “Art is Motion encapsulates everything that Lexus stands for. The project is ‘amazing’ in finding a way to link our advanced technology with art and the driver in such a unique way. The car itself is transformed into a real-time piece of art.”
The data will be instantly converted into a palette of colours, strokes and digital art imagery based on the original work of Spanish multi-medium artist Sergio Albiac, which could see strong red brush strokes happen while the driver was accelerating swiftly or cool blue hues while the driver was silently cruising along in electric mode.
“It is the role of great creative agencies to add game-changing value to their client’s businesses by innovating new products and services,” Karen Corrigan, CEO of Happiness Brussels, said. “Art is Motion is a strong example of what we call ‘Prototype R&D’ where an idea can be implemented and tested in-environment via direct customer experience, felt on the pulse of social and other media and then be deployed by the brand into mainstream production for longer-term customer benefits. Art is Motionis a striking piece of work and it will be interesting to see whether this IS 300h actually appreciates in value because in a single portrait it contains a myriad of original artworks by Sergio Albiac.”
A photo of the owner is uploaded onto the on-board computer which collects data on RPM, speed and hybridity.
Content created with:
Happiness Brussels
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