INFINITI Q50
This project was about careful adaption and localisation of campaign assets originated by the client's global advertising agency in New York. A print-only campaign had been produced primarily for US markets which needed to be brought in line with European model spec. Car body and trim details needed to be altered as well as wheels which had a different design in Europe and other EMEA regions. The car ride-height was lowered too, to give a more aggressive performance look to the Q50.
After completion of these new images, GARGOYLE were tasked with creating a television spot to match the adapted print work. Budgets were tight, as was the deadline, shooting a full live-action car sequence would not be possible. So we turned to our partners in Dublin to created an entirely computer-generated piece. We had 3D digital wireframe files of the new Q50 sent from INFINITI Design headquarters and began the process of building a virtual city for it to speed through.
Retaining the look and feel of the original photography was key and made for a very futuristic motion sequence. It first aired in Middle East regions as they relied primarily on tv media to launch the Q50 in their market. The spot then ran on various social channels across Europe in support of a heavy print media campaign with an additional headline - The End of the Dark Ages.