INFINITI

Drive Therapy

Steering the brand down new and exciting roads.

Faced with the challenge of talking about driving when people were stuck indoors—and unable to shoot new footage while existing imagery suddenly felt out of step—we set out to create a sense of escape for those who missed being behind the wheel during lockdown. Since filming wasn’t possible, we built the campaign entirely from archive and stock material, crafting an experience that gave viewers the feeling of “going for a drive.” What followed was a round-the-clock, cross-continent effort, with production in Calgary, creative in London, and the client in Tokyo; it wasn’t planned, but the client loved the concepts so much they chose to run two instead of one. Although the campaign was ultimately overshadowed by the INFINITI Carigami work we released the week prior—then the brand’s most successful social campaign ever—we hardly minded being eclipsed by ourselves.

ROLE
CONCEPT • ART DIRECTION

SKILLS
CONCEPT • ART DIRECTION •
SCRIPT • STORYBOARD •
SOCIAL CAMPAIGN

PROJECT TYPE
SOCIAL CAMPAIGN

A journey into visually new territories & a new direction for the future