Lexus
Augmented Reality
Virtually Real Cars.
Virtually Real Cars.
Lexus
Augmented Reality
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Lexus
Augmented Reality
Client: Lexus
What we did:

Project Description

Sports Cars and Swimsuits. The Ultimate Combo Right?

This year, as part of Lexus’ ongoing partnership with Sports Illustrated and their iconic Swimsuit Issue, our good friends at Team One were looking to accomplish two things: bring a print ad to life and find an answer the age old question, “How do we make a typical car 360 more fun than a typical car 360?”

The answer? Augmented reality of course! Working within the Aurasma framework, we created a fully realized AR 360 of the stunning new Lexus RC F sports car. Using the full page print spread (right next to zero gravity Kate Upton) as our trigger image, users saw the RC F emerge from the second dimension into a full realized 3D car they could move around, explore color options, and even drive off the page.

Obviously, no matter the platform, a car’s gotta look great. Typically when handling photo-realistic car renders, you’re dealing with very dense models and heavy shaders – things that just aren’t achievable in a mobile environment. Fortunately, the CGI wizards at Royale bridge the gap from traditional to digital, and by leveraging their experience in both we were able to optimize the models to less than 1% the weight of a typical production model – all while maintaining the beauty and integrity of the vehicle in our renders. In addition to the print ad, we created experiences for the Lexus IS & GS using large scale trigger ads at dealerships, allowing users to explore the latest Lexus models while they waited to tryout the real thing.