Hot Wheels™ lights up Sydney with the ultimate Secret Race Battle
Hot Wheels™ daredevil Skull racers are headed to battle it out at Sydney’s Customs House in a groundbreaking 3D projection
10 MARCH 2011, SYDNEY, AUSTRALIA
SummaryOn Thursday March 10, Hot Wheels™ lit up Circular Quay, showcasing groundbreaking 3D projection technology at Customs House in Sydney, Australia. In a spine tingling show, the notorious Hot Wheels™ Skull Racers shattered the facade of Customs House as they competed in the ultimate speed racing battle. You can watch the video of the projection at http://bit.ly/hotwheelssecretracebattle.
Brought to life by international digital advertising agency Muse Amsterdam, in collaboration with PostPanic and BeamSystems, the projection featured footage of the world’s fastest vehicles in a stunt ridden challenge, travelling through the Customs House facade and into a fantasy world. Hot Wheels fans, young and old, were kept on the edge of their seats as the racers smashed their way through one of Sydney’s most historic buildings.
"Every Hot Wheels owner has imagined themselves racing through a fantasy Hot Wheels track. Now the experts are showing us how it’s done with a race that’s set to bring Customs House crashing down. Strap yourself in, it’s going to be a wild ride!" Hot Wheels™ Australia Senior Marketing Manager, Amanda Allegos
About Hot Wheels
HOT WHEELS™ and associated trademarks are owned by, and used under license from, Mattel, Inc. ©2010 Mattel, Inc. All Rights Reserved.
Muse Amsterdam, founded in 2005, is
Founded in 2005, Muse Amsterdam began as an internationally recognised company for its innovative and creative new approaches to communication, enabling direct interaction between brands and people. Their 3D projections have been around the world with displays for Samsung 3D and retailer H&M. Now it’s Hot Wheels turn in Sydney.
Senior Marketing Manager: Amanda Allegos
Senior Brand Manager: Ben Caddy
Muse Amsterdam (NL)
Client Services Director: Michael Littaur
Project Managers: Bert-Jan Strating, Wouter Donkers
Creative Director: Sander Ejlenberg
Art Director: Philia Beroud
Design: Magnus Löwing , Elano Collaco do Monte Teixeira
Strategy: Karlijn van den Berg
Production & Animation Company: PostPanic (NL)
Directors: Eat My Dear/Patrick Sturm, Markus Hornof
Executive Producer: Jules Tervoort
Technical Supervisor: Ivor Goldberg/Matthijs Joor
Design/Animation: Simon Griesser, Markus Hornof, Miro Klasinc, Patrick Sturm
Directors PostPanic: Justin Blyth, Chris Staves & Mischa Rozema
Technical supervision & Play-out: BeamSystems (NL)
Local Agency Mattel: 2Fish (AUS)
Hardware: TDC (AUS)
Sound design: MassiveMusic