For the launch of Q60, we wanted to tell the story of a car that is measured in emotion, rather than sheet metal and product features. So we enlisted Young Guru, the most celebrated engineer and producer of our time (Jay-Z, Kanye West), to create a new kind of track. Using Q60’s onboard diagnostics computer, we recorded Guru's driving data as he flogged the car around a racetrack at Willow Springs—and then created a music track based on this information.
The track was available for fans to download and remix, virtually collaborating with the artist.
Director: Jacob Rosenberg