Lexus infuses life into the new print, promoting the 2014 Lexus IS in the latest issue of the Sports Illustrated Swimsuit magazine. The automaker has collaborated with the Team One agency, which created the interactive print that is activated by scanning a QR code. Thanks to the technology, a traditional paper magazine ad comes to life, revealing three models wearing swimsuits.

Photo: Lexus Blend Out print in the latest Sports Illustrated Swimsuit issue (click to enlarge), www.facebook.com/lexus

To launch the “Blending Out” expedience, readers are invited to scan the QR code in the bottom of the page with their smartphones or go to the LexusBlendOut.com page with the device. Once they have placed the mobile phone onto the print, the models in the swimsuits step out of the geometrical background of the ad. Lexus features three camouflaged bikini-clad models in the project—creators used various techniques including body painting, high-contrast light and shadow and stretched fabric to help the girls blend into the set design. Watch the video below to see how it all works.

The piece comes as a preview of the bigger campaign, slated for June. In addition to the paper-video ad, the brand unveiled its “Change Lanes” monochrome video during Sports Illustrated’ debut 3D projection mapping activation. This video was screened at the facade of Caesars resort in Las Vegas last on February 13.

In fall 2012, the brand also launched a stunning new-generation ad, which combined print and an iPad for a groundbreaking experience. The animated ad piece, which merged paper and digital, was promoting the 2013 ES model.