#thatPOWER

Lexus + will.i.am: #NXontrack (Sponsored video)

Positive Magazine is ready to show you something unexpected: It has just released a new amazing video presented by Lexus, the luxury car company together with the music icon will.i.am.
The challenge was to create a remix of one of his most iconic tracks ‘#thatPOWER’, creating a breath-taking feature involving music, art and technology.

Global entrepreneur and musician, will.i.am said of the project:

“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.”

The video is played out on a disused runway, lined with more than 350 projected map motion and audio sensitive lasers and lights and is truly incredible. In this battle against speed and rhythm, will.iam has to conduct and navigate a trio of striking Lexus NX models, hitting the laser targets at the correct tempo to synchronize with his smash hit ‘#thatPOWER’
Lexus hired a team of sixty-five technicians to build the set. The team worked for over seven days to build the lights and motion sensitive lasers designed by world-renowned light artists, Marshmellow Laser Feast, who have previously worked with Coldplay and U2.

lexus
Behind the scenes at the Lexus #NXontrack, an audio-visual film which sees will.i.am conduct three Lexus NX cars down a colossal “sound road” to create an audio and visual remix of his iconic track #thatPOWER.

This was not an easy task and MLF’S 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. Thanks to Lexus we are able to see this amazing combination between music, art, technology and a mix of the best crafts”.

Alain Uyttenhoven, Head of Lexus Europe, told us:

“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!”.

It was just last year that Lexus launched the “Lexus NX Marks Lexus”, a new entry into the mid- size crossover premium SUV Segment. Since its launch, the car has quickly become one of Lexus’ fastest selling vehicles across Europe.

#thatPOWER
Behind the scenes at the Lexus #NXontrack, an audio-visual film which sees will.i.am conduct three Lexus NX cars down a colossal “sound road” to create an audio and visual remix of his iconic track #thatPOWER.

Do you want to know more about Lexus?
Lexus was founded in 1989 and it is one of the most famous worldwide brands for luxury cars, known for outstanding quality and sophisticated technology, and for its unique concept of complete customer service. Driving a Lexus is not just exciting but it’s also an experience; it is a super comfortable car but also a real hybrid of art, technology and experience. Lexus sold in 2014 more than 53.000 cars and before the end of 2015 the prevision is to reach at least 60,000.

To stay updated about the Lexus world, check out their social networks:
Facebook
Twitter

lexus
Today, Lexus unveiled #NXontrack an audio visual film that sees global star, will.i.am conduct three Lexus NX cars down a colossal “sound road”, with more than 350 motion and audio sensitive lights and lasers to create an audio visual remix of his iconic track #thatPOWER.
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