Happiness Brussels has launched a new campaign for Lexus that crosses the border into product prototyping for the car manufacturer. The agency has installed a Generative Artwork on-board system on Lexus’ new IS 300h hybrid car that “paints” a digital picture of the car’s owner in real time based upon his driving style and efficient use of energy, every second he drives. This is displayed on the front video screen of the car and on the campaign website at www.artismotion.com.
A photo of the owner is uploaded onto the on-board computer which collects data on RPM, speed and hybridity. Through the work of generative artist Sergio Albiac this is converted into paint brush strokes. For example, if you drive fast the brush strokes will be more abstract, less realistic. Cool blue hues mean the driver is enjoying a chilled out grand tour while silently cruising along in electric mode.
The Lexus Art is Motion project was developed at Happiness Brussels by creative managers Karen Corrigan and Dominique van Doormaal, concept providers Arnaud Bailly and Ross McCurrach, producer Sophie Gunsbourg, designer Jeremy Vandenbosch, account manager Pascal Kemajou.
Filming was shot by director Maxence Dedry, working with generative artist Sergio Albiac, driver and art collector Walter Vanhaerents, driver’s assistant Vincent Verbist.
PR was handled by Joris Joosten, Big On Results.