Lexus is bringing its philosophy of “Experience Amazing” to New Zealand’s premier tennis event, the ASB Classic.
As an official sponsor of the ASB Classic, Lexus has created ‘Experience Amazing Replays’, a way of showcasing the performance of players through Sky TV’s broadcasting of the event.
The replays use the blue surface of the ASB Classic tennis court to create a “blue screen”, like those used in film special effects, to turn action replays into digital art. By utilising the data of player and tennis ball movements, these replays “paint” kinetic digital artworks.
Lexus New Zealand Vice President Andrew Davis says, “We wanted to find a way for everyone to experience amazing, whether you are watching from the courtside or from home. Creating the ‘Experience Amazing Replays’ was a way to bring a unique experience to life for all viewers to enjoy.”
The production is led by renowned digital artist and motion graphics director Jon Baxter of Perceptual Engineering, based in Auckland.
Steve Cochran, Chief Creative Officer of Saatchi & Saatchi New Zealand, says, “When we looked at the ASB Classic’s distinctive environment, one element stood out asking to be used in some way, the big square of blue. We just had to figure out how. That’s where Jon’s genius came into play.”
The resulting ‘Experience Amazing Replays’ elevate the excitement of tennis rallies and will be showcased through Sky’s 12-day broadcast of the tournament and displayed on screens at the event. They will also be shared online, reaching beyond the tennis audience to captivate people everywhere.
The campaign launched pre-tournament with a 15-second sponsorship film, offering a preview of the artwork to come. Beyond the two-week tennis event, Lexus will take the art pieces created as static images to print as a limited-edition series of artworks. And New Zealand fashion icon Karen Walker will choose her favourite one to create a fabric, from which to produce an exclusive Karen Walker scarf.
Discussion about this post