LEXUS
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SIGNATURE SHOT
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CLIENT: LEXUS
AGENCY: HOPE&GLORY
Alfie Hewett faced his own 93mph serve. The machine won the first point.
Lexus wanted fans to feel what it's like to face a Wimbledon winner. UNIT9 engineered a ball machine capable of replicating the exact signature shots of Alfie Hewett and Katie Boulter — angles, trajectories, spin — using performance data, video analysis, and bespoke AI software built for purpose. Unveiled at the National Tennis Centre ahead of the 2024 US Open.
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Every surface on the machine references the LF-ZC. That's not decoration — that's Lexus saying their design vision is precise enough to translate from a concept car to a ball machine on a tennis court.
Valerio Rossi
Executive Producer
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EXECUTION
Built on a professional-grade drill machine, redesigned with Lexus design DNA to bring the brand's engineering identity courtside. At the National Tennis Centre, Hewett faced his own 93mph 2024 Wimbledon winner, the machine firing it back before he left for the US Open. Then the court opened to fans.
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UNIT9©
"A drill machine can fire a ball. Getting it to fire that ball — at 93mph, at that angle, with that spin — that's a different problem entirely."
Hugh Boys, Head of Hardware Development
93mph
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RESULTS
A new category of fan experience – where athletic data becomes something you face.
The Signature Shot machine sits at the intersection of performance engineering and sports culture. As software-defined systems become central to how Lexus builds cars, UNIT9 built the proof of concept that the same precision can live courtside –
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UNIT9©