From CG to Practical to Experiential

• The Beast Within •

When Infiniti wanted to show the new Q50s vehicle was packing the power of their Eau Rouge concept car’s engine, we re-told the timeless Dr. Jekyll and Mr. Hyde story of The Beast Within.

There were 2 Eau Rouge’s in the world on the day of the shoot – one that ran and looked terrible, and one looked incredible but didn’t run.  To bring the beast to life, we needed to acquire the exterior CG data of the Eau Rouge and supplant the Q50 vehicle as needed.

Digital environments, amazing transformations, and featuring a cameo from one of the wolves from Game of Thrones, this mini-movie brought to life a vehicle in a whole new way.

The Beast Within – Original Film

Here is a VFX Breakdown of that piece with some great looks at the storyboards, pre-vis, and original camera footage before we did our work.

The Beast Within – VFX Breakdown

• Dynamic Evaluations •

As important as general branding is to establish, the specifics of in-market videos allow the consumer to compare and contrast the vehicles they are considering to purchase.

Infiniti knew that once a consumer was interested in acquiring a luxury sedan, having the proper digital assets ready to educate them on the features and benefits of the Q50, Q70, and Q80 vehicles was crucial.

Covering all these vehicles (exteriors, interiors, technology, safety, performance) while aligning their branding to all adhere with the Infiniti “glue” requires a consolidated team effort – from concept/script through production and into post.

Infiniti – Dynamic Evaluations – Q80

• Q60 Launch •

To announce the launch of the Q60 at the Detroit Auto Show, Infiniti needed to engage every passerby with the type of impression that makes you literally stop in your tracks and see what is going on.

A lot of content we view in the 1920×1080/4k space is fantastic for your living room.  However, when you need to broadcast your signal on an enormous wrap-around screen (we’re talking resolutions of 28,000 x 8,000 stretching over a 100+ foot screen) to engage thousands of people, you better have amazing content, and it better have the proper tech/spec backbone to stand out amongst dozens of other competitors all vying for the same attention.

Q60 Launch Recap, Detroit Auto Show

Q60 Content (re-sized to 1920×1080 for viewing here)