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To highlight new ambient lighting in its forthcoming 2017 models, Lexus once asked for print ads that would evoke the feature by lighting up themselves.

"Of course, they came to us wanting a million units two months from the day that print would ship, and that wasn't possible because there's a lot of integration issues with design," says Michael Helander, president and CEO at OTI Lumionics, the Toronto-based OLED tech company that Lexus asked to execute the stunt.

Fast-forward to today, and Helander says he could have met the deadline.

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