Lexus Europe announced a partnership with founding member of The Black Eyed Peas and car enthusiast will.i.am. The musician will be working with the brand to promote its “provocative design and technology” as part of its Striking Angles campaign to launch the new Lexus NX.

Lexus says the collaboration will encompass the worlds of music, design and technology. As part of the overall campaign, will.i.am will design his own limited edition take on the NX and will also star in the brand’s latest television commercial, set to be released later this year.

“Whatever I do I want it to be striking, I want to innovate and revolutionize and my partnership with Lexus on the Striking Angles campaign is no different. Inspired by a 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 said.

To kick off the partnership, Lexus has released a short collaboration film featuring the singer and songwriter, which brings to life his track “Dreaming about the Future”, first debuted as part of will.i.am’s Pyramidi installation at the Barbican’s Digital Revolution exhibition in London.

By Dan Mihalascu

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