Chris little
Heartbeat car
Lexus
In the luxury sports car market the output of the car is the standard performance conversation. We flipped this conversation on its head and showed the world exactly how thrilling the RC F was to drive by creating a world first data visualisation on the outside of the car that displayed the driver’s biometric data.
We combined the $150,000 RC F, an experimental electroluminescent paint, custom shields, wireless heart monitors and various driver biometrics to display the driver’s heart rate on the outside of the car in real time. Then we raced it, at night down a straight into a hairpin corner. The entire event was filmed and edited into a 2min piece of content and supported by premium, paid placements such as broadsheet wraps and rich display.
Results
110 million audience impressions
90+ pieces of coverage
890,000 content film views
Credits
Andy DiLallo (CCO), Chris Little (CD), Chris Cheeseman (AD), Phil Leece (CW)
Custom shields used to co-ordinate panels.
Code that determined animation sequences.
A national cover wrap of The Australian.
Custom shields used to co-ordinate panels.