Hot Wheels projects race across London amidst 50th anniversary celebrations

Published on: June 13th, 2018

The projection, featuring F1 champion Nico Rosberg, shows two Hot Wheels cars racing across the capital. 

Celebrating 50 years of high-octane thrills and daring challenges, Hot Wheels projected a spectacular race (available to view below), across iconic London buildings.

Onlookers in locations including Covent Garden and Marble Arch saw F1 champion and official Hot Wheels partner Nico Rosberg appear across Covent Garden thanks to projection mapping technologies, as he challenged two Hot Wheels cars to race across London in a journey that was beamed across the city.

In the race, the two diecast cars speed across an orange track, famous architecture and the city skyline, going head to head to perform stunts and overcome obstacles, showing kids how they can ignite their challenger spirit through daring, experimentation, imagination, and by having fun. Hot Wheels recruited YouTube star Its Romello for the activation, as Nico challenges him to ignite his own challenger spirit.

For the creation of content, specialised projection mapping and motion artists textured two 3D models to replicate actual Hot Wheels cars and the track. The speed of the cars travelling through the city was also mirrored by the team’s rapid onsite mapping of 3D projection effects across Covent Garden, Marble Arch, Tate Modern, St Paul’s, Tower Bridge, and the Shard.

Nico Rosberg commented: “Hot Wheels was my first introduction into racing when I was a little boy, and it’s where my love for cars and racing began. In my new role as a member of the Hot Wheels team I hope to inspire kids to take on all challenges, and to compete, create and experiment with their favourite Hot Wheels cars.”

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