A custom car marks eSports championship with first-ever gameplay generated design
A custom car marks eSports championship with first-ever gameplay generated design
Client:
Lexus
Role:
Concept
Art direction
Awards:
Shortlisted for
The One Show
Client:
Lexus
Role:
Concept
Art direction
Awards:
Shortlisted for
The One Show
How do we get a young affluent audience to consider Lexus's newest tech-forward model?
How do we get a young affluent audience to consider Lexus's newest tech-forward model?
Lexus is often viewed by the younger generation as a heritage brand trailing behind in technology. Our challenge hence, was to shift this perception by partnering with a digital-native voice that resonates with a whole generation redefining success.
Enter 100 Thieves - a competitive esports team that claimed its first League of Legends Championship after five years of grit and grind.
To celebrate their hard-earned victory, we captured their hustle by translating every play, kill, score, and setback from the 17 championship games leading up to their championship into a one-of-a-kind graphic wrap - resulting in a custom car that isn't just a tribute to the team but a map of how they got there.
Lexus is often viewed by the younger generation as a heritage brand trailing behind in technology. Our challenge hence, was to shift this perception by partnering with a digital-native voice that resonates with a whole generation redefining success.
Enter 100 Thieves - a competitive esports team that claimed its first League of Legends Championship after five years of grit and grind.
To celebrate their hard-earned victory, we captured their hustle by translating every play, kill, score, and setback from the 17 championship games leading up to their championship into a one-of-a-kind graphic wrap - resulting in a custom car that isn't just a tribute to the team but a map of how they got there.
The Print
We gave 100 Thieves’ signature geo-print new meaning by rebuilding each “island” with gameplay data.
We gave 100 Thieves’ signature geo-print new meaning by rebuilding each “island” with gameplay data.
The Data
The Data
Staying true to gamers was important - so we extracted coordinates to map every move in every game.
Staying true to gamers was important - so we extracted coordinates to map every move in every game.
The Tool
The Tool
Working with a generative designer, we created a tool that translated each move into a corresponding graphic element. For example, a kill generated a big 'donut'.
Working with a generative designer, we created a tool that translated each move into a corresponding graphic element. For example, a kill generated a big 'donut'.
The Build
We embedded “player lines” into each island and embossed them with player names, allowing the 100 Thieves team to physically identify their own gameplay on the car.
The Launch
To spark excitement among the community, we crafted a trailer to be shared on 100 Thieves' social platforms.
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The Amplification
While custom cars usually remain as showpieces, we secured a one-year lease for 100 Thieves to drive theirs to every competition—doubling as a good-luck charm and a way to engage fans on the road.
