The grace and power of a world-class skater inspire the engineered beauty of the 2010 Buick LaCrosse
Motion Theory Director Mathew Cullen partnered with McLaren McCann to fuse art and science to highlight the form of the 2010 Buick LaCrosse for the 2010 Vancouver Olympics. The design team used proprietary software to create a unique visualization of form, movement, color, and engineering. The spot opens by immersing viewers in a cloud of colorful information, too complex and chaotic to yet understand. Then a camera moves dynamically and begins to reveal the shape of a figure skater and a curved background resembling the Richmond Oval. The skater's performance emphasizes the lines of the human body, foreshadowing the curves of the vehicle. The color trails and movement of the skater hang in the air, echoing the forms of the Buick LaCrosse and celebrating the underlying complexity and beauty of the science that goes into every detail of both athletics and engineering.