Lexus have announced a partnership with innovator and musicians will.i.am.
The Grammy-winning Black Eyed Peas frontman will work with the carmaker to represent provocative design and technology as part of the Lexus Striking Angles campaign.
Striking Angles was conceived to launch the new Lexus NX and will encorporate the worlds of music, design and technology.
will.i.am will also design his own limited edition version of the NX, Lexus’ new entry into the mid-sized SUV market and will star in a TV advert for the model, due to be released later in the year.
The artist 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.”
The collaboration will be kicked off with a short film featuring the singer, which will use visuals in order to bring will.i.am’s exclusive track Dreaming About the Future to life. The track was first heard as part of the artist’s Pyramidi installation at the Barbican theatre last month.
Pyramidi was designed to explore the interface between analogue and digital music in a live gallery experience, featuring visuals with an animated projection of the musician in an ancient Egyptian headdress.
The eyes of the six-foot tall animation follow visitors as they walk around the gallery, accompanied by robotically powered drums, piano and guitar which play the specially-penned song.
Animated graphics inspired by both will.i.am and Lexus will feature in the short film, inspired by the pair’s passion for angular and striking designs.
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.”