Member Showcase: Tullo Marshall Warren
Project: Infiniti Europe (CGI Films)
Client: Infiniti
Outline Brief
OBJECTIVES & BRIEF
To bring the Infiniti Europe range to the user for the first time with a truly rich online experience showcasing the vehicles' styling and performance characteristics.
STRATEGY
As the number of cars on the road will be fairly small for the first few years, Infiniti Europe's online presence is absolutely key in establishing this dynamic new brand in an already very competitive marketplace.
The Visualiser is an interactive and immersive brand experience allowing customers to experience the performance and design of the vehicles, explore their features and technology, and configure and create a bespoke 'dream car' which they can then send their to their local dealership and request a test drive. Because the Visualiser is both an online and in-dealership experience, it provides continuity throughout the customer journey.
SOLUTION
The entire Infiniti Europe range was modelled in CG imagery, allowing customers to explore and interact with the range by changing the colours, trim combinations and wheels in an immersive 3D user interface.
Each of the four Infiniti Europe models is then bought to life in four exciting CGI brand experience films. The cars drive through their own unique virtual worlds, composed of magnificent architectural structures, hyper-real organic landscapes, walls of crystal, dynamic race tracks, cityscapes and neon-lit tunnels.
Each film is specifically tailored to reflect the brand's design credentials and philosophy, and to represent each car's individual character, serving to highlight specific USPs for each model. As well as conveying the incredible performance of the cars in an exciting way, the films and environments convey the unique design of Infiniti vehicles, simultaneously futuristic and organic - a real visual feast.
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