There's more to these sketches than meets the eye
You may need to take a second look at the sketch. Highlighting how the new Lexus IS is “impossible to ignore”, Lexus has put the IS to the test to showcase the car’s bold design in an innovative way. Using futuristic eye-tracking technology that maps the pathway of vision, Lexus has created an interesting masterpiece from sight - the below shows just how the bold design of the Lexus IS is crafted to demand attention, the edgy images are proof itself.
How does it work? The intelligent eye-tracking technology tracks the eye movement of the viewer as they take in the new Lexus IS from bumper to bumper. The interpretive pieces position the Lexus as the bold vehicle that will make anyone do a double take and linger. Every angle is designed to hold attention. As the eye travels over bold angles of the car, a visual representation of the sight path is created using innovative software. It’s clear from the multiple lines of the sketches that participants took more than a second look at the vehicle – this provided the inspiration for the campaign concept that the Lexus IS is impossible to ignore.
Before now, eye tracking has been used for pretty boring purposes – Lexus is the first company to use the tech to create something this interesting. Today, eye tracking technology is typically used to track a user journey on a webpage or handheld device - its artistic applications have gone unexplored in a bid to make “the eyeball economy” something more quantifiable. Lexus’ innovative use of the technology breaks conventions and paves the way for new uses of this brilliant technology.
This interpretive campaign isn’t the first example of Lexus being a big name in the innovative tech space. The company has been committed to breaking boundaries in the tech space for some time - their venture into the Hoverboard space was a feat of technical genius. The Lexus Hoverboard was engineered to “make the impossible, possible”, pushing the limitations of technology to new heights. As Haruhiko Tanahashi, Chief Engineer at Lexus, proclaimed – “There is no such thing as impossible, it’s just a matter of figuring out how.”
Moving forward, it’s clear that we can expect to see more futuristic, exciting and intuitive campaigns from the team at Lexus as its company journey continues. Beginning with the bold new Lexus IS, the company is commanding attention like never before - it truly is impossible to ignore.
Explore the Lexus IS with your own eyes here.
