As part of its 'Amazing in Motion' project series, the brand has commissioned the development of a real, fully functioning Lexus Hoverboard.
Using super-conductive technology and magnetic levitation, the board combines "liquid nitrogen-cooled superconductors" and magnets to achieve levitation.
A full campaign will launch later this year but the brand has released a teaser film on YouTube and will kick off digital and social activity to build anticipation.
"It’s the perfect example of the amazing things that can be achieved when you combine technology, design and imagination," said Mark Templin, Lexus executive VP.
Creatives: Dan Bailey, Brad Woolf and Monty Verdi