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Hot Wheels races through Sydney with groundbreaking 3D projections


On Thursday March 10, Hot Wheels lit up Circular Quay with an unforgettable brand experience, showcasing groundbreaking 3D projection technology at Customs House in Sydney.


In a spine tingling show, the notorious Hot Wheels Skull Racers shattered the facade of Customs House as they competed in the ultimate speed racing battle.

Brought to life by international digital advertising agency Muse Amsterdam, in collaboration with PostPanic and BeamSystems, the projection featured footage of the world’s fastest vehicles in a stunt ridden challenge, travelling through the Customs House facade and into a fantasy world. Hot Wheels fans, young and old, were kept on the edge of their seats as the racers smashed their way through one of Sydney’s most historic buildings.

The client, Mattel (AUS) and agency Muse Amsterdam brought the brand to life with the clever help of Sydney agency 2Fish and (Technical Direction Company) TDC  to create this crowd-pleasing show.

Production and animation by PostPanic (NL), technical supervision by Beam Systems (NL) and sound design by Massive Music.

While photos simply cannot do this creative concept justice- click below to watch Customs House explode with Hot Wheels racing action in brilliant 3D projection.

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