Lexus Europe ties with Will.i.am to launch the Lexus NX model

Lexus Europe has formed a creative partnership with musician, Will.i.am to champion provocative design and technology, part of the 'Striking Angles' campaign that is launching its Lexus NX model.

As part of the overall campaign, Will.i.am is set to design his own limited edition take on the NX, a sharply styled, premium mid-size SUV. He will also star in the brand’s latest television commercial, due to be released later this year.

A short collaboration film featuring the singer and songwriter has been released to kick off the partnership.

Celebrating the synergy between innovation and technology, the film visually brings to life Will.i.am’s track, ‘Dreaming about the Future' and also features Brazilian musician, Sérgio Mendes. Supported by Lexus, it showcases a mix of digital and analogue music technologies and projection-mapped visuals.

The animated graphics, inspired by Will.i.am and Lexus' passion for angular and striking design, also feature in the short film. 

Alain Uyttenhoven, head of Lexus Europe said: "We’re really excited to be working with Will.i.am. His unrivalled passion for design and innovation, coupled with his incredible creativity, makes him the perfect partner for our Lexus NX 'Striking Angles' campaign."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More