My second project at Argonaut, we won a fun piece of business building the global branding for Infiniti. While Infiniti is certainly a well known car company, their brand really didn't stand for much and that was a large part of what was keeping them so low in the luxury car rankings. The badge value of an Infiniti just didn't stack up to what owning a Mercedes or BMW did for people. So, we came up with a global platform for the brand and launch content to help that idea come to life. The idea that Infiniti is the endless pursuit of going beyond - embodied in everything they do from their design down to their logo - was the perfect connection point between the brand's beliefs and the progressive challenger consumer they hoped to inspire.
This is the final global campaign that ran in over 14 countries across the world including their key markets in China, Dubai and across Europe.
We made :60s and :30s of two brand statement, higher concept videos as well as accompanying social videos for the amazing people across the globe we featured in the spots.
All in all with localization, cut downs, social 1:1 ratio edits and translations, we made over 100 pieces of content.
password for any locked videos is maxhendren