Tori 500

Objective

Lexus sought to generate awareness and consumer engagement for the newly launched 2013 GS luxury sport sedan within affluent, lifestyle-conscious audiences. As the Official Automotive Marketing Partner of Sports Illustrated Swimsuit's 2012 issue, the brand leveraged this high-profile sponsorship to create a distinctive, talk-worthy experience that would elevate the vehicle's market positioning.

Solution

TORI 500 was an iOS racing game that digitally embodied the creative concept of a racetrack modeled after the body curves of Sports Illustrated Swimsuit model Tori Praver. Players drove the Lexus GS around this custom-designed virtual track, with graphics rendered from a 3D body scan of Praver. The app featured realistic skid physics and Game Center leaderboard integration. A complementary real-world component included a 1:1200 scale physical racetrack designed to the same specifications, where professional drivers Scott Pruett and Greg Tracy competed for the fastest times. An additional app called 'Supermodeled' allowed users to insert photographs of Praver into their own photos.

Results

Not published.