[iframe_youtube video=”e8cqJptwNVI”]

Many car companies describe their vehicles as works of art. Lexus and Belgium-based agency Happiness have turned the concept on its head with its Art Is Motion system that creates a portrait of a motorist based on the way they drive. Installed in one Lexus IS300h hybrid car, the program by Sergio Albiac measures driver/art collector Walter Vanhaerent’s speed and creates “digital brushstrokes” in real-time to match his “driving emotion.” The completed work, which takes the general shape of Vanhaerent’s face,  is then projected on the vehicle’s dash view screen and sent to the Lexus website for public viewing. We’d go for one if only to be able to declare “it’s a masterpiece” at the end of a long drive.

Credits:

Advertiser: Lexus

Advertising Agency: Happiness, Brussels, Belgium
Creative Management: Karen Corrigan, Dominique van Doormaal
Concept Providers: Arnaud Bailly, Ross McCurrach
Production: Sophie Gunsbourg
Account Management: Pascal Kemajou
Design: Modern Practice
In-house Design: Jeremy Vandenbosch
Web Development: BLISS interactive
Film: Maxence Dedry
Generative Artist: Sergio Albiac
Driver & Art Collector: Walter Vanhaerents
Assistant to driver: Vincent Verbist
Technical Support: Lexus Wemmel