Lexus today announces a creative partnership with the global entrepreneur, innovator and musician will.i.am. The Grammy Award-winner will work with the brand to champion provocative design and technology as part of its Striking Angles campaign to launch the new Lexus NX.
Starting now, this collaboration will encompass the worlds of music, design and technology. As part of the campaign, will.i.am will design his own limited edition interpretation of the NX, Lexus’s sharply-styled entry into the premium mid-size SUV market. He will also star in a television commercial supporting the new model, for release later this year.
will.i.am said: “Whatever I do, I want it to be striking. I want to innovate and revolutionise, and my partnership with Lexus on the Striking Angles campaign is no different. Inspired by our shared philosophy in design, we’ve been able to work together on a multi-faceted campaign that will challenge design conventions and fuel people’s imaginations.”
A short collaboration film featuring the singer-songwriter will be released shortly to kick off the partnership. Celebrating the synergy between innovation and technology, the film uses visuals to bring to life will.i.am’s track Dreaming About the Future, first heard as part of will.i.am’s Pyramidi installation in the Barbican’sDigital Revolution exhibition in London. The track, which also features Brazilian musician Sergio Mendes, is central to the immersive installation, sponsored by Lexus, which showcases a mixture of digital and analogue music technologies and projection-mapped visuals. The short film also features animated graphics inspired by will.i.am and Lexus’s passion for angular and striking design.
Alain Uyttenhoven, Head of Lexus Europe, said: “We’re really excited to be working with will.i.am. His passion for design and innovation, coupled with his incredible creativity, makes him the perfect partner for our Lexus NX Striking Angles campaign.”