Every now and then a product comes along that successfully & unanimously manages to capture the eye. Within today’s creative industry perspectives and concepts are consistently evolving as consumer items strive to accomplish the key facet of ultimately capturing the imagination. Whilst this becomes increasingly tough for a progressively savvy consumer market, we at AboutToBlow are honoured to have the opportunity to present a particular campaign for a model of car that quite frankly, oozes style in abundance. The all new Lexus-NX is the brands’ first entry into the premium mid-size crossover market which effectively incorporates style with power and through its simply excellent NX-perspectives campaign, widens its appeal to an active and more urban market.
By gathering together some of the world’s most forward-thinking creative’s from across the arts-sphere including film makers, artists and designers, NX-perspectives offers users the chance to explore and celebrate its stunning conception through a digital arts presentation. There’s a focus on three of the NX’s strongest elements which the exhibition brings to light in three segments; NX-constructed, based on the design of Lexus. Nx-illuminated, a project based around its lighting & lastly NX-materialized, which looks towards the car’s interior quality.
Assigned with the task of conveying the model’s aesthetics are interactive designers Hellicar and Lewis who, through the NX’s design and finer appearance details have curated an innovative kaleidoscopic interface that allows the consumer to explore it’s stunning formation.
The second phase, NX-Illuminated, see’s the welcome introduction of ATB favourite & LuckyME artist Lunice who’s collaboration with Director Peter Marsden to create a visual exploration that incorporates the new single ‘Can’t Wait To’ with the NX’s unique lighting structure. The result is a perfectly conveyed exploration of light & dance through the projection of mapped op-art patterns on to the Canadian’s choreographed breakdancing which creates an edgy visual that clearly signifies the car’s mood & authority.
NX-materialized is certainly the most abstract, as the London-based XO laboratories put together a video designed to correlate man and model, as four digital skins convey the idea of the futuristic interior design of the NX crossing over into a living and breathing form. It’s a wonderfully futuristic visual that rounds off the project in perfect fashion.
Like it’s subject, the NX-perspectives campaign is one that seeks to strike the imagination and certainly raises the barrier when it comes to creative production. To look further into it’s evolution take a look at the official NX-Perspectives website or visit the Lexus Europe Twitter & Facebook pages to stay up to date and learn more.