- Kojey Radical stepped fully into the role of Creative Director on the Lotus Cars Emeya Hyper-GT campaign, unveiled at an immersive art installation at Lotus London in Mayfair on May 13, 2026, marking the first collaboration between the two.
- Kojey's sketches, spoken reflections, movement, and personal experiences directly informed the vehicle's visual direction, transforming the car into something closer to a self-portrait than a design exercise.
- The Emeya's standout design detail is a colored light beam referencing the iconic ventilation lines of the Lotus Esprit, fusing the brand's engineering heritage with Kojey's emotional, abstract visual language.
- The campaign coincides with Kojey's Royal Albert Hall performance on May 20 as part of the Albert Sessions series, where he'll also mentor Future Makers competition winners GeeOne and Zachariyah Sol.
Kojey Radical is now Creative Director for Lotus Cars. The campaign, built around the electric Emeya Hyper-GT, was unveiled May 13 at an immersive art installation at Lotus London in Mayfair.
Kojey used the car as a canvas, drawing on themes from his 2025 album Don’t Look Down: ambition, fatherhood, fear, and transformation.
The standout visual: a coloured light beam reimagining the ventilation lines of the Lotus Esprit, fusing heritage engineering with Kojey’s abstract artistry.
This is the first partnership between both parties. Lotus has previously worked with Norton & Sons tailors and entered gaming via a PUBG Mobile crossover in 2025.
For Kojey, a six-time MOBO nominee whose debut Reason to Smile earned a 2022 Mercury Prize nomination, it adds to brand ties with Adidas (since 2017) and 1800 Tequila.
Much like Laufey partnering With Lexus for Miles Davis Homage campaign and Ben&Ben signing as brand ambassadors for Toyota Choice Campaign, this signals a growing trend of artists fronting car campaigns.
On May 20, Kojey headlines Royal Albert Hall’s Albert Sessions, where he’ll also mentor rising creatives GeeOne and Zachariyah Sol.
Takeaways
This one’s worth paying attention to. Kojey Radical wasn’t hired to appear in a slick car ad, he was handed the creative wheel entirely.
The Emeya campaign feels like an art installation that happens to feature a car, not the other way around. That’s a rare dynamic in automotive brand deals, and it says a lot about where Lotus Cars wants to position itself culturally.
Lotus has historically spoken the language of engineering pedigree and racing heritage. Tapping a British-Ghanaian multidisciplinary artist to channel vulnerability and identity through their flagship electric GT is a deliberate pivot toward a younger, culture-first audience. It’s brand building through emotional resonance, and that’s a markedly different playbook than a celebrity posing beside a hood.
For Kojey, this Lotus deal represents a meaningful tier-up. An Adidas relationship and a tequila bottle design are solid, but a luxury hyper-GT creative directorship is a different conversation entirely.
With Kojey getting full creative control here, could this push other luxury car brands to court artists as genuine co-creators rather than just campaign faces? As artists increasingly take creative director titles in commercial campaigns, what does this mean for traditional ad agencies, especially in the luxury automotive space?
