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 Read more...