Amplify create Lexus NX launch with will.i.am

The product launch forms part of the brand’s 'Striking Angles' campaign, a wider integrated European partnership with The Voice judge, spanning a number of cultural partnerships. This includes a collaboration on the track Dreaming About the Future as well as an installation at the Barbican's Digital Revolution event, which runs between July and September.

Working with lead agency Freud Communications on behalf of Lexus Europe, the three-part event was held for more than 600 guests, including European media, key decision makers, competition winners and fans and friends of will.i.am.

The first part of the event consisted of a curated collaboration called NX Perspectives, formed of interactive installations. These included an installation where the audience could move their NX Perspectives kaleidoscope through movement, which were integrated into the main screen visuals.

Amplify also created a pyramid light structure to house an Oculus Rift driving experience, where the agency took faceted portraits and films using the NX-Ify App, which was incorporated into a 3D show at the event’s after party featuring a 3D disco.

Bespoke installations were also created for the experience including one centred around a showcase NX. Using mirrors, lights and the NX, guests could create 'Striking Angles' which bounced off various facets.

The product reveal focused on will.i.am, with the Lexus television campaign in which he appears shown to audience members.

He also showcased his customised NX design, as well as speaking and performing in front of the audience.

Chris Taylor, who manages the marketing and communications for Lexus Europe, said: "The Lexus NX is a game changer for Lexus and marks our entry into the competitive mid-size SUV market. The unveiling of will.i.am’s personally designed Lexus NX F SPORT marks the latest milestone in the evolution of our Striking Angles campaign.

"We therefore wanted to create a show-stopping launch celebration of the car's iconic style and striking design. Paris, and the iconic Pavillion Cambon, provided the perfect backdrop for this event and of course, the world premiere of will.i.am’s custom designed NX."

Jonathan Emmins, founder of Amplify, added: "Lexus and Freud have been focussed and single-minded in the Striking Angles concept, from product design to collaborations, and from the advertising to broader communications. Lexus has been equally progressive in its launch approach, engaging celebrity and cultural icons that resonate with all levels of their audience.

"Amplify's role has been to bring this to life and translate this into a unique, multi-faceted experience that wows the guests and creates content and coverage pre, during and post event."

Amplify and Freud worked alongside a number of suppliers at the event, including Matt Gates & Co on the set build, Rockit Productions for lighting and sound, XL Video which provided projection services and ER Productions for the laser installation.

Other suppliers included Novak for 2D and 3D visual design and operation, Jotta for the screen content creation, Hellicar & Lewis and Amaze on the installations and Lever de Rideau for the front-of-house operations and staffing.