Fig. 16 - Content Creation / Creative Direction / Art Direction / Video
Infiniti
Challenger
Films
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For the Driven
16 —
The idea was to cast INFINITI as a human brand. And personify the people who drive an INFINITI — the progressive challengers — to an audience that is mostly unfamiliar with them. What are they like. Look like. Live like. What motivates them.
So we invited Progressive Challengers to narrate their story, and that of Infiniti vehicles, at once. We hear their inner dialog as they describe passions, achieving something new, and the focus it takes to push ahead. Meanwhile graphics and supers show how their Infiniti taps those same feelings. A new type of narrative to present Infiniti vehicles in a more human way.
Concept & Creative Direction
Jesse J Echon & Chad Weiss
Art Direction
David Ly
Copy/Script
Terry Orsland
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Director Q50
Sinuhe XavierEditor Q50
Jump LADirector QX80
Ericson CoreEditor QX80
Philipp EirundMusic
Animal MusicProducer
Melanie Mckinnell
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Q50 featuring Camille Jaccoux
In these series of videos we follow Pro Skier Camille Jaccoux’s unique view on design, as well as his mindset as an elite athlete, all while paralleling those thoughts to the drive.
QX80 featuring Laertis Vassiliou
Journey with famed architect Laertis Vassiliou as he gives a window to his design process and his unique ability to express deep meaning and connection in his work. Mirroring the innovations and experiences created by the QX80.
Maralah Cliff Cabin by LAAV Architects
To coincide with the launch of the new QX80, Laertis and his architectural firm LAAV unveiled conceptual plans for a breathtaking modern cliff dwelling. This generated buzz amongst the design community and helped to draw attention for both the concept home and the vehicle.
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