Lexus Europe has teamed up with will.i.am to create a unique way to show off the brand’s NX crossover.
By taking over a retired runaway, the automaker and musician used over 350 projected mapped motion and audio sensitive lasers and lights to make music through a trio of Lexus NX crossovers. The front-man driver had to maintain speed and rhythm to conduct and navigate the other two NX crossovers, hitting laser targets on the road at the correct tempo in order remix one of will.i.am’s most iconic tracks, #thatPOWER.
The event was actually hosted live and was shot in one night, successfully completing the challenge in the limited hours of darkness before the sunrise.
A team of 65 technicians was used over seven days to build the rigging for the lights and motion sensitive lasers.
“Together with Lexus, we’ve created a huge musical game with three stunt drivers as the players and will.i.am as the conductor,” said Marshmallow Laser Feast creative director, Barnaby Steel. “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.”