Infiniti | Q60 Concept

Infiniti Q60 Concept

The film’s primary idea was to make the driver the central focus, rather than just the car, as you would expect, and in doing so amplify, and celebrate the symbiotic relationship that exists between the driver and the car.

Q60 Concept car | Detroit:

This film was created to introduce Infiniti’s new Q60 Concept car at the 2015 Detroit Auto Show. The challenge was to introduce the Q60 Concept in a disruptive and substantive way that not only stands out from the superficial spectacle of the show, but start to bring to life the car’s positioning, and the spirit of the brand. The brief was to tease, intrigue and inspire well ahead of the production launch. This was an opportunity to reveal to the press not just a great-looking concept, but an Infiniti point of view on the coupe category and the role of cars in people’s lives.

The car’s focus was on the Q60’s style, power and performance. A design supported by 20” wheels and new proportions, a powerful 3.0L Twin Turbo V6 with 400 HP engine, and the next generation Direct Adaptive Steering and E-Shock Absorbers.

A ‘Post-Reveal’ ambient film was also made to be shown after the reveal of the car, and the executive presentation. The film was made to feel bold and visceral, yet also insightful. A series of questions appear in typographic form throughout the piece, inspired by the 'Q' in the renaming of all of Infiniti's cars. In addition, a vibrant color palette and grid structure helped to bind together the stream of dynamic graphics, photography and type.

Both films were shown on a giant, site specific, panoramic screen measuring 10’x20’.

An Infiniti Q60 exploration of the brand and platform idea was also undertaken. Not shown here.