The Lexus campaign uses the latest DK2 Oculus Rift headsets to allow consumers to virtually experience the car via an immersive and interactive car configurator, allowing users to create their own NX by selecting from a range of features.

Consumers also have the opportunity to virtually test-drive the car through a multi-dimensional urban landscape and so 'personally' experience the NX.

“It's an integral part of the launch,” said head of Lexus Europe, Alain Uyttenhoven. "It offers consumers a unique and personal way to experience the NX – building anticipation and creating a buzz.”

Amaze worked closely with Oculus Rift, taking six months to build the technology. We asked James Deeley, creative strategy director for Amaze, to walk us through the process.

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