INFINITI VC-TURBO GLOBAL LAUNCH

How do we announce an all-new engine to the world in a memorable way? How do we create excitement for a feature that won’t be available on a car for 18 months? How do we make simple and clear one of the biggest breakthroughs in engine technology in nearly 100 years? These were just a few of the questions we needed to answer as we developed the launch video to announce Infiniti’s new Variable Compression Turbo engine, the first world’s first engine to internally transforms to meet the driver’s demands. Our solution centered on the insight that the technology mimicked the way the human body can either sprint or run a marathon by literally changing shape to generate power or efficiency. To portray this we combined both live action and CGI with animated supers, and graphics to create a visual presentation that was both artful and informative. In addition to this main video, motion and still assets were created to bring to life interactive kiosks to explain the technology in autoshow displays. The result was a resounding success. Our creative platform became became the core concept used globally for the launch. In addition, the consumer and enthusiast reception generated more than 100k views in the first week.

ACCOLADES:

Graphis Advertising - Platinum

Los Angeles ADDY’s - Silver

Additional film and still assets were also created to bring to life interactive exhibits explaining
the technology to customers in the autoshow displays