Lexus turns tennis into art at the ASB Classic

AUCKLAND, Today: Lexus has taken its Experience Amazing motto to new heights at New Zealand’s top tennis event, the ASB Classic, transforming it into a digital art showcase with their innovative Experience Amazing Replays.

The luxury brand used the blue tennis court as a live blue screen, turning thrilling tennis rally replays into stunning digital art. By capturing the movements of players and the tennis ball, these visuals become unique kinetic artworks.

Lexus New Zealand’s Vice President, Andrew Davis, shared, “We wanted to find a way for everyone to experience amazing, whether you are watching from the courtside or from home. Creating the Experience Amazing Replays was a way to bring a unique experience to life for all viewers to enjoy.”

“We wanted to find a way for everyone to experience amazing, whether you are watching from the courtside or from home.” – Andrew Davis

Heading up this creative venture is Auckland’s own digital artist and motion graphics guru, Jon Baxter of Perceptual Engineering. Saatchi & Saatchi New Zealand’s Chief Creative Officer, Steve Cochran, remarked, “When we looked at the ASB Classic’s distinctive environment, one element stood out asking to be used in some way, the big square of blue. We just had to figure out how. That’s where Jon’s genius came into play.”

The Experience Amazing Replays not only enhanced the thrill of the matches but also turned them into dynamic, flowing art pieces. These were not only a highlight during Sky’s 12-day broadcast but also graced screens at the event and went viral online.

Kicking off with a 15-second teaser film before the tournament, Lexus hinted at the artistic feast to come. Post-event, these artworks will live on as a limited-edition print series and even inspire a unique fashion piece—a Karen Walker scarf, designed from her favourite artwork.