To engage a younger, more diverse audience and highlight the Lexus NX's angular design, we launched a global campaign with partnerships, including Vice and artists, and innovative creations like the NX-IFY app and a special edition NX, leading to record pre-sales for Lexus. The campaign utilized the NX's design to inspire various artistic endeavors, including a music video and a unique vinyl with Will.i.am, peaking at a launch event at Paris Fashion Week.