In 2016, INFINITI launched their brand defining vehicle - Q60. Known as “The most important car of the decade” for the brand, it featured many industry firsts, and with it, a bold personality.
We wanted to tell a story that steered away from car-features laden, celebrity-endorsing, shiny metal fast cut car ads. Instead, we wanted to tell story about a car that is measure by emotions per millisecond.
We hired Zack Hemsey, composer behind Christopher Nolan’s INTERSTELLER, to create a track that resonated with a space that came to a standstill, warped by emotion.
We asked Kit Harrington to recite William Blake’s “The Tyger”. The performance was shown exclusively in cinemas around the world, because we figured only movie lovers could truly appreciate Kit’s subtle increased intensity as he accelerated.
The film is a Gold entry in the Graphis Advertising Annual 2017 and Editor’s Pick in CREATIVITY/AdAge.
We asked Sophia Chang, the creative force behind many PUMA’s and Adidas successful sneaker silhouettes, to design a one of kind sneaker based on her interactions with Q60
We launched a teaser campaign with film poster posts on instagram, leading up to the debut of three films in movie theaters.
