The livery and design of Lotus’s E21 car was a closely-guarded secret until the day of the show. Drive produced the event and created the laser launch display for an audience of 120 partners, sponsors and VIPs.
The car was revealed by integrating moving head lasers with projection mapping, using the back wall of the stage set, the floor and the race car itself as a multimedia canvas.
Seven full-colour lasers, two Panasonic HD21 projectors and moving head lighting fixtures were used to bring the new model to life, as well as sponsor logos branded onto the car in 3D.
Ben Fender, chief executive of Drive Productions, said: "Given the name of our company, I think it’s clear that working with Lotus F1 Team has been a natural fit. Lotus F1 Team integrates technology and innovation with everything they do and these match the qualities of Drive."
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