INFINITI

INFINITI wanted us to run their global social account and help create assets that regions could also leverage to support the overall brand. Starting from creating social campaigns for the Dubai Motor Show to LA, then Detroit—We've been their partner to launch their world's first Variable Compression Turbo Engine (VC-Turbo), 2019 QX50 vehicle, as well as, their beautiful new concept car, the Q Inspiration. During those months, we helped INFINITI gain over 50K followers.

2019 QX50

For INFINITI's new vehicle launch, they've asked us to come up with a way to tease their fans and get them to start talking about which model they would release. We created grid takeover on their Instagram with a top down view of the car and then we placed easter eggs containing various videos that highlighted features of the car with little hints of what it looks like. We wanted the videos to be dramatic through careful play of music and lighting, and we definitely wanted people to appreciate the design of the car itself—the materials, the craftsmanship, the form. We spent days, weeks, with animators, editors, and colorists to make sure we're not giving away too much, but mostly embody the essence of the vehicle.

Art direction

Q INSPIRATION

INFINITI planned to reveal their new concept car, Q Inspiration, at the North American International Auto Show in Detroit. This was a huge deal for the brand as it set forth their vision for their future products to the world. To help create buzz around the launch, we created animations using concept art by the designers at INFINITI and released them as a series of Instagram Stories. We strategically paired each video with #QInspiration and #NAIAS, and geotagged the Cobo Center where the event was being held. The Q Inspiration became the most discussed vehicle coming out of the auto show, and INFINITI gained new followers by 15K.

Q INSPIRATION INSTAGRAM STORIES

Art direction, animation.

INTERVIEW WITH KARIM HABIB, INFINITI'S DESIGN DIRECTOR

We set up an interview time with Karim Habib to ask a few questions about their new concept car and get the inside scoop on some of their process and what direction they are looking to go in their future vehicles. We also involved an influencer, @krispy, to partner with us and launched a few Instagram stories at the North American International Auto Show in Detroit. 

Art direction

VC-TURBO ENGINE

INFINITI have been pioneers in many of current vehicle technologies that other automotive makers have adopted, for instance they were the first ones to invent a crossover vehicle, and the first ones to tackle autonomous drive. This time, they invented the world's first variable compression turbo engine.

In over 200 years of automotive history, we have seen many different types of engines: combustion, diesel, hybrid, electric—but all have always been limited to creating a single compression ratio. After twenty years of research and development, INFINITI engineers have achieved an engine that could transform itself to create multiple compression ratios allowing the engine to conserve fuel or to consume for more power.

This is a breakthrough technology that rightfully should have its own moment to shine, but there were many discussions and disagreements about shedding light to this considering electric engines are what's current and what is the future—fuel based technology is doomed or obsolete. However, the achievement of this engine, though some may think the arrival is a little too late, says more about the INFINITI's engineers and the brand itself—their passion and dedication for their craft. INFINITI is an outlier—they make their own rules, take their own paths. They are worth every acknowledgement for being innovative and unyielding, and it makes them a notable brand. We wanted to celebrate their new invention and place INFINITI back to the top for being pioneers of automotive technology.

Art direction, design, writing

VC-TURBO INSTAGRAM STORIES

Editing, type animation

VC-TURBO US/CANADA REGION

The engine and the meme "get you a ____ that can do both" fit together perfectly, timing-wise too. The INFINITI team allowed us to pull the trigger when we pitched this for US/Canada regions specifically since it would be culturally relevant and appropriate for our target audience on social.

Art direction, writing

VC-TURBO SUSTAIN CONTENT

Art direction, animation, writing

CREDITS

Agency: Attention Global
Creative Director: Ben Krantz, Tim Gunatilaka
Associate Creative Director: Terry Lee
Senior Copywriters: Tim Deasy, John Colbert
Producer: Tom Sawyer
Video Intern: Tommy Wakefield
Teaser Video Animation: Mamba Studio