Our idea was to bring sportiveness and excitement to people’s routine, remaking the boring journeys they drove everyday. All they needed to do was to trace the route on Google Maps and leave the rest to us: 10 projectors created a massive 25800sq ft screen on the floor of a warehouse. A race driver waited until lights were down to follow the route projected in the shape of a light beam.7 cameras broadcast everything live and, for each route, a personalized video with was posted on YouTube.

In 10 hours of live action, 385 routes were made and posted on YouTube, which had more than 290 thousand views. More than 300 thousand unique visitors staying on the website for an average 27 minutes and 50 seconds and 3 flat tires.