Lexus and Grammy Award-winner will.i.am have entered into a partnership in which the musician will champion provocative design and technology as part of the carmaker’s Striking Angles campaign to introduce the new Lexus NX. As part of the campaign, will.i.am is to design his own version of the NX, the carmaker’s latest offering in the premium mid-size SUV market.
The musician will also appear in a TV commercial made for the NX. According to will.i.am, whatever he does, he wants it to be striking. He said that his collaboration with Lexus on the Striking Angles campaign is no different, as they were able to work together on a multi-faceted campaign expected to defy design conventions and help fuel people’s imaginations.”
Lexus will release a short collaboration film featuring will.i.am to kick off the partnership. The short collaboration film will feature will.i.am’s track Dreaming About the Future, first heard as part of will.i.am’s Pyramidi installation in the Barbican’s Digital Revolution exhibition in London.
Dreaming About the Future, which also features Brazilian musician Sergio Mendes, will be the focus of the Lexus-sponsored installation, underlining a combination of digital and analogue music technologies and projection-mapped visuals.
The short collaboration film will also feature animated graphics as inspired by will.i.am and Lexus’ passion for angular and striking design. Alain Uyttenhoven, Head of Lexus Europe, remarked that will.i.am’s passion for design and innovation as well as his creativity, makes him musician the ideal partner for the Lexus NX Striking Angles campaign.