Lexus NX, Will.i.am Team Up to Make Music With Lasers
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.
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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.”
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Jason Siu began his career in automotive journalism in 2003 with Modified Magazine, a property previously held by VerticalScope. As the West Coast Editor, he played a pivotal role while also extending his expertise to Modified Luxury & Exotics and Modified Mustangs. Beyond his editorial work, Jason authored two notable Cartech books. His tenure at AutoGuide.com saw him immersed in the daily news cycle, yet his passion for hands-on evaluation led him to focus on testing and product reviews, offering well-rounded recommendations to AutoGuide readers. Currently, as the Content Director for VerticalScope, Jason spearheads the content strategy for an array of online publications, a role that has him at the helm of ensuring quality and consistency across the board.
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wasn't he in jail or something?