will.i.am has teamed up with Lexus to “champion provocative design and technology”. That he gives the brand an ultra-cool image by association won’t hurt it. Nor will its gaining access to the millions of fans who hang off everything he says, buys and does. 

will-i-am will add his cred to the launch its new SUV, the NX. He will design his own limited edition version of the car and star in the brand’s TVC, due to be released later this year.

“Whatever I do, I want it to be striking. I want to innovate and revolutionise, and my partnership with Lexus on the Striking Angles campaign is no different. Inspired by our shared philosophy in design, we’ve been able to work together on a multi-faceted campaign that will challenge design conventions and fuel people’s imaginations,” will-i-am stated.

A short film has been released to kick off the partnership. The Lexus sponsored video of Will.i.am’s track, Dreaming about the Future, with Brazilian musician Sérgio Mendes, uses a mix of digital and analogue music technologies and projection-mapped visuals to illustrate the synergy between innovation and technology. The animated graphics are inspired by will.i.am and Lexus’ passion for angular and striking design. It was unveiled as part of will.i.am’s Pyramidi installation in the Barbican’s Digital Revolution exhibition in London.

Alain Uyttenhoven, head of Lexus Europe said, “We’re really excited to be working with will.i.am. His unrivalled passion for design and innovation, coupled with his incredible creativity, makes him the perfect partner for our Lexus NX Striking Angles campaign.”