Lexus partners with will.i.am for NX Striking Angles campaign

Article by Christian A., on August 6, 2014

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.

Press Release

THE LEXUS NX AND WILL.I.AM FRAME FUTURE DESIGN IN NEW STRIKING ANGLES TV AD

The Lexus NX and will.i.am are the stars of Striking Angles, a television commercial for the new luxury crossover that has its premiere in Europe tonight and will break in the UK in October. Using rich visuals and a soundtrack featuring an exclusive remix of will.i.am's Dreamin' About the Future, the ad transports viewers into an imagined modern world of angular design.

It depicts the NX travelling through a futuristic cityscape, giving hints of the car's progressive design as it passes beneath stylised road signs and through multi-faceted tunnels. As the journey unfolds, will.i.am appears on angled TV screens in a shop window before emerging in person from a facet-fronted club, stopping in his tracks to admire the passing Lexus.

Speaking about the ad, will.i.am said: "As a musician and an entrepreneur, I want my ideas and my presence to impact on the world around me. The team at Lexus applied the same vision to the ad – showing how the NX impacts the design of the world around it."

Alain Uyttenhoven, Head of Lexus Europe, said: "We wanted to bring our design philosophy for the Lexus NX to the forefront, transporting consumers to a world built entirely on revolutionary and striking design. It's an attitude that we apply to everything we do at Lexus, from the design of the car to the innovative technology within. Will.i.am perfectly complements the world that we created, fusing our joint passions for progressive design and technology."

As part of the NX Striking Angles campaign, Lexus has created a one-off model, designed by will.i.am. The highly stylised car will be unveiled in Paris on 24 September during Paris Fashion Week.

If you liked the article, share on:

Comments

Recommended

We’re willing to bet that the Bentley Bentayga is not the first thing that comes to mind for most people who are into off-roading and outdoor activities. It just doesn’t...
by - November 23, 2017
The other day, it was confirmed that Volvo will finally bring the XC40 to US soil, where it will first make an appearance at the 2017 Los Angeles Auto Show....
by - November 23, 2017
There is no question that the new BMW M5 (F90) high performance sports sedan is more powerful, faster and more enticing than the previous model. But for interested customers in...
by - November 23, 2017
Following the Tesla Roadster’s electrifying revelation on Thursday, Musk’s highly ambitious goals have skyrocketed when he tweeted about his future plans for the new sports car. Well, kind of. The...
by - November 23, 2017
Earlier in November at the 2017 SEMA Show in Vegas is when Hennessey unwrapped the Venom F5 to all of us. But it was actually first introduced as a concept...
by - November 22, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries