Open on a European city. One gleaming black car, the new IS, drives through the street. But something interesting happens. As it drives, it should pass behind a fountain in a square. But instead, it passes in front. Very subtle. This dimensional car seems to be taking precedence over everything it encounters. After several encounters, there are no obstacles, no barriers, nothing to hold this amazing car back. It is "free" at last. These are like scenes from an MC Escher artwork: engaging, mesmerizing and interesting to watch over and over.

For the prelaunch stage, people were asked to upload their photos in the IS mosaic site. Not only were they given the opportunity to have their picture shown on the Reuters digital billboard, they could also win an IS. The photomosaic then launched in Time Square, where street teams took photos of passerby and instantly posted the images on the board. The final component was the hologram installations, which were set up in high-profile areas in ten cities. People interacted with the life-sized IS by spinning it, changing its colours and even making it drive.