Infiniti Q1 + Prototype 09 / Creative Direction / Art Direction


Back in 2016, Infiniti would be attending the Pebble Beach Concours d'Elegance and wanted us to develop a special project to raise brand awareness among the target audience as well as the general media.

The question we put ourselves was "how could Infiniti - a challenger brand in the automotive industry - get a strong PR in an event where you also find Mercedes-Benz, BMW, Porsche, Bentley, Rolls Royce, Bugatti, Ferrari, among others centennial car companies, representing the power of legacy and heritage in a such place that is all about celebrating cars from years past?

And that was the perfect set up for us to make Infiniti prove they aren't like any other luxury automotive brand.

This is where it all started back into the brainstorm phase.



Then, we landed on this final creative strategy, already working with the client in a very collaboratively way:



But unfortunately for some reason the project was canceled.

A couple of months later, now in 2017, a surprising new: the "1940 Infiniti That Never Was" was brought to life, and on the news!

They have produced it! And it looks gorgeous.

They did some changes on the creative strategy on the way, but still, this is a great product design concept outcome and I feel great proud to be part of such unique project.


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