Jotta worked with Lexus to launch the LF-SA concept car at the world's biggest motor show. Rather than launch the car just once for a press audience, Jotta created a generative installation that evolved over a four day period allowing Lexus fans to join in the excitement once the show was open to the public.
The first stage was to design a giant canvas made up of 11 different types of screen that would envelop the stand. This canvas was programmed with two different states, ‘rest’ and ‘launch’. At rest, the screens were used to show content relevant to nearby cars on the stand. At ‘launch’ a generative film brought every screen together to create one giant immersive canvas with content shifting between screen surfaces. The generative nature of the film meant every launch was different, building on the last, while still adhering to the key narrative thread showcasing the properties that come together to make a Lexus: Design, Engineering and Performance.
The result, a car launch that was impactful yet distinct enough that it could occur up to 3 times an hour.
FOR — Lexus
WITH — Amplify