Infiniti Global
Bringing Luxury Should Be Lived To Life
Amidst a congested class of luxury vehicle brands touting similar messages of prestige and opulence, we needed to define what luxury meant to Infiniti. And, ultimately, how that definition differentiated the brand.
Details
Strategically, our team worked relentlessly to the ultimate discovery: to some, luxury is a status symbol and kept separate from real life. Infiniti pushes against that notion, proclaiming that luxury should be real. It should be enjoyed. Luxury should be lived in.
Working with Infiniti’s global team, we needed to capture imagery that not only expressed the new positioning from a creative and strategic perspective, it needed to be relevant and applicable to the brand’s eight international regions.
A multi-week, multi-location, multi-vehicle shoot with a world class team rendered over 10,000 images and the foundation for the global look, feel, and point of view for Luxury Should Be Lived In.
Results
10.3% increase in year-over-year sales the month following launch
46% lift in brand opinion
Continues to drive consistency for brand across global markets
Credits
Client | Infiniti Global
Agency | Crispin Porter Bogusky
Photographer | Anton Watts