Lexus presents an interactive driving simulation as part of its ASB Classic PR activation. The project features a first-person perspective that integrates digital automotive UI elements—including speedometer, virtual steering, and live shot counters—into a stadium-based sports environment.
Developed in collaboration with Saatchi & Saatchi New Zealand, PXP Studios, Spark Foundry NZ, and Wright Communications, the experience leans into a high-energy digital aesthetic. The execution combines commercial graphic design with motion animation to bridge the gap between luxury automotive branding and sports presentation.
