INFINITI Q70 GLOBAL REFRESH

The assignment was to support the global refresh of Infiniti’s Q70 sedan in a fresh and intriguing way. Our solution leveraged a concept we called: The Seductive Provocateur. Based on the idea that supporting materials can do more than just clinically depict a product, the concept was about seducing consumers with lush full color video and photography. Drawing them in with an enigmatic yet compelling narrative. And when their desire was piqued, turn on the lights and reveal the product in all of its glory, showcase it’s features, it’s trims, and ultimately lead the consumer to shopping actions and conversion. We did this by constructing a subtle gripping storyline, we follow a couple who appears to be on the run. Dropping a phone off they flee through the city at night, we feel and see their tension and energy. As the sun rises the tension seems to melt away as they ultimately reach their destination. They exchange quizzical glances hering their phone ring. As they ignore it, we’re left to wonder if they’ve escaped something, or if this is their first step in a larger plot. Executed in one large scale location mega shoot, we efficiently captured content that satisfied the needs of our global collateral, POS, POP, and digital programs. 

ACCOLADES:

Los Angeles ADDY’s - Silver - Photography

Regional ADDY’s - Silver - Photography

The global collateral piece paired full color location photography with experimental camera techniques to intrigue in the beginning, and beautifully crafted studio photography and illustrations to excite and inform at the end. It was all showcased in a simple yet premium layout designed with global copy translation and implementation in mind.

Housed in Infiniti’s digital bookstore, the Digital Brochure combined our entire suite of assets to tell the complete story. In addition we leveraged this piece to deliver additional stills and video that supported a deeper level of product information.