LEXUS NX & WILL.I.AM
“Dope” was how will.i.am described the massive operation to construct a huge version of ‘Guitar Hero’ on an airfield outside Madrid. The entertainer and innovator was suitably ‘psyched’ by the laser tech on display for Richard and MLF's project for Lexus 'Amazing in motion'.
A team of sixty-five technicians worked for over seven days to build the rigging for the lights and motion sensitive lasers, designed by world-renowned designers Marshmallow Laser Feast (MLF) and Matthew Button, who had previously worked with the likes of Jay Z, Rhianna, Beyonce, Chemical Brothers, Cold Play and U2. The 3 Lexus cars then activated hundreds of motion and sound-sensitive lights that then trigger the notes in will.i.am’s hit tune. In 6 days the Lexus viral received over 1,689,500 hits on YouTube.