INFINITI

INFINITI City

Creating a vision for INFINITI's own branded virtual realm.

The client had asked TBWA Hakkuhodo to build a Metaverse for the brand. Critical Mass was asked to supply the brand & art direction layer for the space, which had to include:

• A presentation space where fans can join INFINITI as they unveil new products in the digital space
• A members shop, curated with lifestyle products aligned with the customer persona
• An exhibit for a vehicle-specific installation
• A café/community space

Auditioning the brand's visual, audio and spatial guidelines, I geared the art direction towards the brand's progressive challenger customer persona and hailed the brand's origin and design aesthetics with and infusion of modern japanese luxury.

The client decided to re-allocate the money to an AI project and it was – mid-build – shelved indefinitely. Creating and planning this virtual space has been extremely enjoyable, I take pride on how well the proposed space reflected and extended INFINITI's brand. The client really loved the art direction and proposed translation of the brand into its own digital realm, and has kept referencing it in project since. 

ROLE
CONCEPT & ART DIRECTION

SKILLS
CONCEPT • ART DIRECTION • BRANDING

PROJECT TYPE
VIRTUAL REALITY

The auditorium

An space for users to view INFINITI experiences and witness product launches. AI-generated image: Firefly3,

The auditorium

A space for users to view INFINITI experiences and witness product launches.

AI-generated image: Firefly3, upscaled with Leonardo.ai

The Moonbow Exhibit

To show off the new INFINITI QX60 in the new colour Moonbow blue, the client asked for an experience space that was inspired by its launch colour particles animations.

The user would enter through a gate emitting a blue glow, and follow down a corridor, getting immersed in blue particles as they made their way to the new QX60.

WIP visuals by Rotor, who were building the experience

Detailing the overall look & feel

Outlining the texture and materials, as well as the light effects we were after.

The aim was for the space to feel open and have an almost fluid sense of inside and outside, heavily infused with nature.

Setting the indivdual spaces apart

Each of the spaces – the cafe, the shop, and the auditorium had to have their own recogniseable look and feel, but still fall firmly within the overarching principles we established for INFINITI's Metaverse.

Defining branded audio cues to help guide the user

Identifying pieces in INFINITI's brand audio collection to serve as sonic guidance or enhance aspects of the experience.

Establishing the look & styling of the avatars

Avatars had to be distinct and divers, and their wardrobe luxury, consistent, appealing, sleek, interesting and modern. 

Metaverse exclusives

What's the point of a digital realm if you can't enhance reality a bit? We threw some virtual (and potentially virtual to physical) special editions into the mix. 

Detailing the overall look & feel

Outlining the texture and materials, as well as the light effects we were after.

The aim was for the space to feel open and have an almost fluid sense of inside and outside, heavily infused with nature.

Setting the indivdual spaces apart

Each of the spaces – the cafe, the shop, and the auditorium had to have their own recogniseable look and feel, but still fall firmly within the overarching principles we established for INFINITI's Metaverse.

Defining branded audio cues to help guide the user

Identifying pieces in INFINITI's brand audio collection to serve as sonic guidance or enhance aspects of the experience.

Establishing the look & styling of the avatars

Avatars had to be distinct and divers, and their wardrobe luxury, consistent, appealing, sleek, interesting and modern. 

Metaverse exclusives

What's the point of a digital realm if you can't enhance reality a bit? We threw some virtual (and potentially virtual to physical) special editions into the mix.