will.i.am Presents Striking Angles

Amplify launch the latest SUV from Lexus, with the help of some lasers and will.i.am

Amplify firstly placed the car into a new context by leveraging a multi-levelled collaboration with global icon will.i.am, who designed a bespoke version of the Lexus NX. Test drives with Oculus Rift and giant installations by Hellicar and Lewis also heightened a moment designed to create stories for European and lifestyle press, for which we put a complete media infrastructure in place.

Secondly, we brought the event to Paris Fashion Week to innovate a week ahead of the more traditional Paris Motor Show. With 650 media, fans and VIPs in attendance, we treated the reveal like a music video. will.i.am spoke to the audience about the collaboration and his vision for the design, before performing live.

Finally, the 'Striking Angles' theme was continued by creating a multi-faceted experience in three parts, throughout one night. We went into after-party mode with a stunning 3D VJ set by Novak, featuring a huge stage set-up, with bespoke visuals and triggering sound, lighting and lasers.