Lexus and Laufey Turn Miles Davis' Aesthetic Into a One-of-One Electric Experience

Lexus is celebrating Miles Davis’ centennial by turning a jazz classic into a moving, living brand experience.

At the center of the campaign is the "Blue In Green Edition RZ," a one-of-one electric vehicle created in collaboration with artist Laufey.

Inspired by Davis’ iconic 1959 composition, the car translates music into design and ties together sound, storytelling, and product in an intentional way.

The project was launched to the public through a global livestream event and an exclusive music release, putting Lexus squarely within celebrity marketing while keeping the product at the core.

"Miles Davis’ music has this timeless, atmospheric quality," said Laufey.

"Seeing ‘Blue In Green’ translated into a physical design was surreal.

"We captured the feeling of the song, something classic, emotional, and a little mysterious, and turned it into something that will actually move you."

The collaboration is heavily based on legacy.

Davis’ original track, from the landmark album "Kind of Blue," remains one of the most celebrated pieces in jazz history.

Laufey’s reinterpretation introduces the composition to a new generation and subsequently ties Lexus’ message to emotion. 

“My father always created music that people could live inside of,” said Erin Davis.

“To see ‘Blue In Green’ reimagined and expressed through design like this is really special. It shows how deeply that feeling still resonates.”

Ultimately, it's an effort that focuses on the emotional experience Lexus' vehicles can deliver, rather than their performance or range. 

"At Lexus, we’re always exploring how design, technology, and culture can come together to create meaningful experiences," said Sara Lara, senior manager, Lexus marketing.

A Night Built for Fans

The campaign comes to life through "100 Miles," a one-night Twitch event that serves as both a performance and a product reveal.

Streaming globally, the event marked Laufey’s debut on the platform and featured the live premiere of her reimagined Blue In Green.

It also unveiled the custom RZ to a mix of online viewers and a small in-person audience of tastemakers and superfans.

Through this, Lexus was able to cultivate a moment with an immersive experience.

The performance combined tracks from Laufey’s catalog with new material, while the vehicle reveal was integrated into the narrative instead of being treated as a standalone showcase.

Meanwhile, the car itself complements the storytelling.

Its exterior shifts from deep blue to green depending on the light, mirroring the mood of the song.

Inside, brass accents reference Miles Davis’ trumpet, while velvet and leather finishes evoke instrument cases.

Subtle details like embedded lyrics and startup notes from the track turn interaction into part of the experience.

Overall, the campaign approach drives the idea that electrification is not just technical progress, but something that should feel personal.

And as Lexus continues its transition into electric mobility, it hopes storytelling will maintain its premium positioning.

Lexus’ Music-Led Product Launch

Lexus offers a strong example of how to anchor the story of a product in emotion instead of specifications:

• Tying a product to a cultural legacy like Miles Davis builds depth, making the campaign feel meaningful beyond marketing.
• Integrating product reveals into live experiences creates stronger engagement than standard launches, especially across streaming-first platforms like Twitch.
• Consistent storytelling across music, design, and digital channels can help strengthen your brand's identity. 

Last year, Lexus sold over 882,231 vehicles globally, marking a 4% increase year-on-year as demand for electrified models grew.  

Our Take: Can Emotion Carry an EV Brand?

In this campaign, Lexus slows everything down and asks you to feel something.

That’s harder to pull off, but when it works, it sticks.

The car becomes more than a machine here.

It becomes a story you can step into, even if just for a moment. 

Lexus is not just selling an EV, but a point of view about what driving should feel like.

Still, there’s a fine line.

If the emotion doesn’t connect with audiences, it can feel distant or overly curated.

But this campaign mostly earns it by grounding everything in a real legacy and beloved artists like Davis and Laufey.

While this effort focuses on emotion, Lexus' "Details" campaign uses deconstruction visuals to highlight its sharp craftsmanship. 

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