The commercial spot for Lexus Italy that sat 10 of the brand’s Facebook fans in the passenger seat with an F1 driver and had them trace the projection-mapped path that the car would travel via a tablet is a sight to behold, but how did the creative team that pulled it off make it all happen? We sat down with Luca Pannese, creative director at Saatchi & Saatchi Italy, to find out how the concept developed from the sketchpad to the military hangar where the spot was filmed.
The Lyndon Baines Johnson Library and Museum in Austin, Texas, recently underwent a major facelift for the first time since it opened in 1971. Patrick Gallagher and his creative team at Gallagher & Associates are no strangers to presidential library projects, having worked on six others before taking on this redesign. But in this reimagined space, interactivity—supported by the collections—is the prime source of storytelling, versus the other way around.
Oracle Team USA may have made a historic comeback in the America’s Cup race last month, but it wasn’t the only impressive feat of engineering taking place in San Francisco Bay. Fans of the race could for the first time enjoy the event from America’s Cup Park, a fan festival located at Piers 27/29 along San Francisco’s Embarcadero, where an impressive collection of temporary structures and shipping containers became home to brand and civic experiences. Experiential agency Kubik led the effort for four of the on-site experiences, and gives us a behind-the-scenes photo tour of each.
This is a cool behind the scenes video from creative studio Levithan. Working closely with Ubisoft’s marketing team at E3 earlier this year, Leviathan developed the show-stopping experiential installation for the much-anticipated announcement for the “Splinter Cell: Blacklist” video game title, which officially launched a few weeks back.
How Grand Central Marketing Brought Food Network to Life at the SoBe Wine & Food Festival.
Zephyrhills Water, a division of Nestle Waters, in partnership with the Crystal Springs Foundation, approached Creative Arts Unlimited to produce a traveling learning lab to educate children on the Florida Aquifer and water conservation. Creative Arts designed an exhibit, built around a 53 foot freight container.