Taking inspiration from the all-new Lexus NX, a car built to make the driver feel more in every moment, the campaign features Donna Summer’s iconic track I Feel Love, produced with state-of-the-art binaural technology that elicits a sensorial 3D audio effect.

All-new NX Feel More Campaign

Lexus announces the launch of the all-new NX with a campaign that reaches through time to capture the emotions of a generation and kickstarts a new chapter for one of the brand’s most successful models. Drawing parallels with the vehicle and it’s “Vitality x Tech” concept, I Feel Love was selected because it was a breakthrough hit, using the latest technology to elicit emotion in the listener. The electronic composition redefined a genre and today Lexus has evolved the track using innovative sound production techniques to reimagine one of the world’s best love songs.

I Feel Love by Donna Summer, an already nostalgic and emotionally charged track, was remixed by Grammy nominee Neil Johnson while the film was designed by Director Rob Chiu - famous for his arresting visuals and emphasis on sound design. Crafted with the intention to make the audience feel, the story has been carefully constructed to deliver a rich sensorial and immersive experience, creating an ASMR response (tingling sensation through the head and spine) from the audience. Shot to showcase the driver’s connection to the all-new NX, the viewer is transported into the campaign and made to feel like they are breathing the air, cutting through the water, part of the rhythmic movement of the horse rider and gripped to the road.

Dolby Atmos technology has been applied to the track, a new technique which allows each instrument, sound and voice to be placed in its own “space”, transporting the listener within the song in a unique spatial way, while revealing every detail of the audio with unparalleled clarity and depth. The extra dimension adds a sensory element to the sound, while ensuring the listener is always positioned at the centre of the experience.

Using the Dolby Atmos mix, state-of-the-art binaural techniques were then added to the audio, which elicit a perception of sound that is created by the brain. By listening to two tones in two ears, each at a different frequency, the brain is able to produce an additional audible tone. This third tone is called the Binaural Beat, the perfect frequency between the two original tones played.

Research suggests that different frequencies and patterns of Binaural Beats are known to elicit various responses in the brain that help you feel more, including alertness and concentration (Gamma), mood and task performance (Beta), relaxation and restfulness (Alpha) and drowsiness/improved sleep (Thelta & Delta).

“Vitality x Tech” was the over-arching concept for the new NX – Vital expressing dynamic agility and Tech representing innovation with advanced technologies. This approach delivered important advances, including a new design language; Lexus’ first plug-in hybrid electric; a connected and rewarding driving experience with the Lexus Driving Signature; a focused and intuitive driver’s cockpit designed with the new Tazuna architecture; and the application of advanced, human-centered technologies for safety and convenience.

The NX programme has brought about a major change in Lexus’ approach to new vehicle development, applying digital modelling and computer techniques for smarter engineering that can achieve a higher level of quality assurance. At the same time, the takumi-led skills of the human hand, ear and eye remain essential to achieving the highest sensory quality.

Spiros Fotinos, Head of Lexus Europe: “Every aspect of the all-new Lexus NX has been engineered to allow you to feel more in every moment by creating multiple layers of experience. We have done the same with the launch campaign, starting with the iconic track I Feel Love. By applying cutting edge audio design we elevated the acoustic experience to combine nostalgia with spine tingling excitement.”

Neil Johnson, Sound Supervisor: “It’s been a pleasure to remix I Feel Love and the over-arching theme of “Vital and Tech” gave us a lot of food for thought when developing the campaign concept. We were drawn to the idea that we can combine a traditionally vital component of an ad, the music, with brand-new binaural technology and Dolby Atmos, to create something that truly elicits a Feel More response. The result is a campaign that incorporates both art and technology to produce an enjoyable sensorial experience for the audience.

For more information on the all-new NX, please visit https://www.lexus.eu/car-models/nx/.