Infiniti Power & Serenity Shoot

Concept Development

Art Direction

Content Strategy

Content Creation

Pre/Post Production

With the launch of INFINITI’s new brand platform and visual identity, we were tasked with capturing photography to communicate INFINITI’s brand Promise of Power & Serenity. The visual manifestation of this ambition was realized through images captured in what was internally referred to as “The Mega Shoot”.

While many of INFINITI’s competitors use product and lifestyle images that appear cold, impersonal and overly staged, our approach aimed to take the viewer into the image to see, feel, hear the scene. Grounded in INFINITI’s humanism and the timeless Japanese value of being eminently considerate of the human experience, this imagery transports you to the time and place.

Over the course of 2 weeks, 16 locations, using 2 shooters, we captured 5 vehicles, feating 37 individual talent (25 hero / 12 extras) intended for 5 global regions. Totaling in 300+ images featuring 11 unique narratives that would go on to be retouched and delivered to client. These final assets are currently being leveraged across all INFINITI’s global marketing channels including, digital, social, OOH, print and other various platforms.