Lexus and will.i.am make music with lasers
We are all about connecting brands to artists and we love to see what comes out of these collaborations. There is a great campaign recently launched by Lexus in association with American singer and rapper will.i.am. They’ve worked in the past on previous campaigns and this time they made music using lasers.
For this project, they used a retired runway outside Madrid with over 350 projected lasers that were motion and audio sensitive. In order to trigger these lasers and produce the right sound and the very exact time, they gathered 3 stunt drivers and 3 Lexus NX crossovers. As you can imagine, this “game” is a lot more complex in real life as you have to hit the target at the correct tempo whilst driving to synchronize with will.i.am’s hit.
It was a challenging project as creative director Barnaby Steel says: “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.”
This is a great project that demonstrates the importance of bringing artists and brands together to create more effective campaigns and we’ll be looking out for more of these experiments!