ABOUT

CHALLENGE
Forza Horizon, Xbox’s blockbuster open-world driving game, was heading to Japan for the very first time.

As one of the franchise’s most anticipated destinations yet, expectations among Forza fans were huge. But how could we make a car game set in Japan resonate with people beyond racing gamers?

SOLUTION
For people who love Japan, it’s not just a location. It’s a touchstone for art and culture.
So we collaborated with iconic Japanese visual artists to craft original artwork for the game, inspired by the regions they knew best.

Then we hit the road...taking three artists on a Top Gear-inspired road trip with legendary automotive photographer Larry Chen, we journeyed through the regions that inspired their work, uncovering the cars, culture, people and places behind it.

The result was The Art of Driving, a three-part documentary series that generated 114M+ views worldwide, winning over fans across gaming, art and car culture who embraced it as entertainment in its own right. An epic love letter to Japanese culture, creativity and the open road.