PROBLEM:
How can a sports coup launch succeed in a SUV loving market.
SOLUTION:
Focus on pairing the right ambassadors, and tell a simple story.
RESULT:
Q60 became brand’s most successful product launch of the decade.
MILLISECOND
Known as “The most important car of the decade” for the brand, INFINITI’s 2nd gen Q-60 featured many industry firsts, and with it, a bold personality.
We wanted to tell a story that steered away from feature laden, celebrity-endorsing, fast cut car ads. Instead, we presented a car that is measure by how much emotion it stirs.
We brought on Antoine Bardou-Jacquet to direct, and Zack Hemsey, composer behind Christopher Nolan’s INTERSTELLAR, to create a track that resonated with a space that came to a standstill, warped by emotion.
FEEL INSPIRED
We asked Sophia Chang, the creative force behind many PUMA’s and Adidas successful sneaker silhouettes, and Young Guru, the prolific sound engineer who created “Empire State of Mind” by Jay-Z and Alicia Keys, to create one of a kind creation based on their interactions with the vehicle.
We also asked Kit Harrington to create a performance based on a lap on the track.
The recital William Blake’s “The Tyger” is a Gold entry in the Graphis Advertising Annual 2017 and Editor’s Pick in CREATIVITY/AdAge.
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