will.i.am and lexus create laser and sound spectacular on epic street 'stave'
FRONTMAN CHALLENGED TO NAVIGATE GIANT VISUAL INSTRUMENT IN ALL NEW LEXUS NX
#NXontrack - Lexus Europe, today unveiled an innovative film which sees global entrepreneur and musician, will.i.am challenged to create a remix of one of his most iconic tracks, #thatPOWER in a breath-taking music, art and technology spectacular.
Played out on a disused runway lined with more than 350 projected mapped motion and audio sensitive lasers and lights, the front-man battles against speed and rhythm to conduct and navigate a trio of striking Lexus NX's, hitting the laser 'targets' at the correct tempo to synchronise with his smash hit.
The unprecedented live event, shot in one night last week, sees the musician's skills put to the test as he joins three stunt drivers including 2013 Blockbuster, Rush frontman, Niki Faulkner, to take on the colossal 'sound-road', race against rhythm and successfully complete the challenge in the limited hours of darkness available before the sun rise.
Speaking about the video, will.i.am said ''Working with the stunt guys to hit the laser targets in time with the music wasn't easy to get right but the result was awesome. The combination of technology, design and music in this project was out of this world."
A team of sixty-five technicians worked for over seven days to build the rigging for the lights and motion sensitive lasers, designed by world-renowned light artists, Marshmallow Laser Feast (MLF), who has previously worked with the likes of Coldplay and U2.
MLF Creative Director, Barnaby Steel, said: "Together with Lexus, we've created a huge musical game with three stunt drivers as the players and will.i.am as the conductor. Music is brought to life when the cars hit beams of light that are motion sensitive at the correct time and rhythm. It's basically like a giant laser harp with cars instead of fingers. The challenge for will.i.am and the drivers was to navigate the light points on tempo. When they fell off beat and triggered notes off tempo, the system would have to restart."
Alain Uyttenhoven, Head of Lexus Europe, said: "We're projecting that the NX will represent one third of all Lexus sales across Europe this year, so it feels only right that we've created something as bold as this event with will.i.am — something that truly embodies our brand philosophy of Amazing in Motion!"
Launched in September 2014, the Lexus NX marks Lexus' entry into the mid-size premium SUV segment. Since its launch, the car has quickly become one of Lexus' fastest selling vehicles across Europe.
Launched in 1989, Lexus has become renowned throughout the world for its pursuit of perfection, the outstanding quality and sophisticated high-technology content of its products, and for its unique concept of complete customer service. Further reinforcing the traditional Lexus values of unparalleled build quality, comfort and interior luxury, Lexus is currently rejuvenating its line-up, launching a new wave of emotional and inspirational products featuring bolder product execution, superior driving dynamics and state-of-the-art technologies. Today, Lexus remains the first - and only - premium automotive manufacturer to offer a comprehensive full-hybrid model range comprising the RX 450h, the GS 450h and GS 300h, the LS 600h, the ES 300h, the IS 300h and the CT 200h. In Europe, models featuring Lexus Hybrid Drive account for more than half of all Lexus sales. Lexus sold 53,230 vehicles in Europe in 2014 and aims to increase sales to exceed 60,000 vehicles in 2015.