By Steve & Tamami Laser
Ninety-nine kilometers from Madrid, Spain, at the Aerodromo Marugán airstrip, Lexus and musician will.i.am blended music, art and technology in an astounding remix of his track #thatPOWER as the latest installment of the Lexus Amazing in Motion campaign. The musician takes on the role of the frontman, battling against speed and rhythm to conduct and navigate a Lexus NX by hitting a sequence of laser targets.
“The challenge is pretty awesome,” said will.i.am. “We have a real physical version of a musical game that you would play on a tablet where you would have to, in time, hit certain points to continue the song. We took the same principles and applied them in real life.”
“Instead of your finger tapping, a car is activating the lights and the notes, driving the music to keep the track alive,” he said. “When I step across this sensor, this blue line activates the lighting system and my voice is being tracked by a laser. It sounds easy, but it was really hard.”
“There was a couple of times where they were kind of off and the beat was going to fumble and it was all going to fall apart and the lights were going to just shut off.”
Played out on the disused runway lined with more than 350 projected mapped motion and audio sensitive lasers and lights, the frontman conducts a trio of NX crossovers, hitting the laser “targets” at the correct tempo to synchronise with his music.
The unique interpretation was created live by the musician and entrepreneur, using hundreds of motion- and sound-sensitive lights and lasers and three Lexus NX crossovers, piloted by a team of stunt drivers.
The live event, shot in one night, sees the musician’s skills put to the test as he joins three stunt drivers including 2013 Blockbuster, Rush frontman, Niki Faulkner, to take on the colossal “sound-road” race against rhythm and successfully complete the challenge in the limited hours of darkness available before the sun rises. Rush was a 2013 movie about the battle for the 1976 Formula 1 championship by driver James Hunt.
The lighting and laser rig was created by Marshmallow Laser Feast (MLF), famous for its work with the world’s leading bands, including U2 and Coldplay, and took a team of 65 technicians more than a week to install.
Barnaby Steel, MLF’s Creative Director, explained how the concept worked. “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 Steel.
“Music is brought to life when the cars hit beams of light that are motion sensitive at the correct time and rhythm,” said Steel. “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 had to restart.”
Alain Uyttenhoven, Head of Lexus Europe, said, “We’re projecting that the NX will represent one-third of all Lexus sales across Europe this year, so it feels right that we’ve created something as bold as this event with will.i.am – something that truly embodies our brand philosophy of Amazing in Motion.”
News source and photos courtesy Lexus Europe
Story (intro and commentary) ©2015 CarNichiWa.com