The partnership of three giants
This brand collaboration between Lexus, Marvel and SCPS highlights the remarkable possibilities of adhesive printing against a backdrop of marketing buzz. Known in Hollywood for its multiple collaborations through films, commercials, but also in event marketing and billboards, the SCPS studio is based in Los Angeles and claims to be "geeky" and passionate. " Put James Bond's Q in Bruce Wayne's Batcave, and you have our studio. We know we're geeks. We strive to bend technology to our liking, so we always have the latest toys and the right mix of people in-house to do the job. ", reads the home page of the site.
The design of the customization of vehicle wraps
The objective of this large-scale marketing operation was to create a harmonious concept across the range of models, which are characterized by different styles and body volumes. " During the initial design process, it was difficult to find a balance to provide the right amount of character detail without making the car look like it was wearing an elongated superhero costume ", explains Craig Currie, the founder of SCPS. " We looked at the essential elements of what defined this character and tried to incorporate them into the car. "
The designers have taken the common elements of the "Eternals" universe and integrated for each vehicle model, the specific characteristics of each character: colors, patterns, emblems and abilities.
The technical challenges of covering
The challenge was then to translate the concept into a three-dimensional version and successfully place the graphic elements in the right place as they curved around the car's profile. The faithful respect of the colors between the tint attributed to the characters and the print rendering of the covering adhesive also posed difficulties.
To remedy this, the printing of samples was first considered, then abandoned, to find a more realistic solution: the realization, on a reduced scale, of an entire side of the vehicle. This way, the printing template can be defined exactly, the color shades can be controlled and the installation team can be told exactly where certain graphic elements should be placed.
The Lexus/SCPS collaboration
Lexus has been entrusting part of its event communication to SCPS for 5 years. For its first project, the Lexus IS model had been completely covered with 41,999 LEDs (not one more), programmed to display the video or pattern desired by the company. Dubbed "Lexus "LIT" IS," this performance was notably used during New York Fashion Week in 2016 and generated numerous, equally bold projects with the automaker.
