Infiniti x Red Bull Racing

Challenge: For car brand Infiniti, performance wasn’t just about statistics; it was about sensations. They needed a print campaign to bring this philosophy to life while celebrating their brand partnership with the Red Bull Racing F1 team.

Solution: Take dry performance data from real Infiniti cars and get 3D artists to reimagine it with colour, form and feeling.

Nissan United, Paris (2012)

PRINT / EXPERIENTIAL

Proactive Experiential idea:

Infiniti turn real-time performance data into unique live artworks. During each Grand Prix, we create a performance visualiser that creates unique forms and colours based in each drivers’ style and circuit characteristics.

Unique to every drive and every circuit:

Paint guns and projectors feed on live performance data from the Red Bull F1 team, responding to every gear-change, throttle-blip and DRS deployment, turning every drive into a one-of-a kind piece of art.

My role: Concept / Writer

Shoutouts: Adam Mandlestam, Fabian Brawn (CDs), Max Burgoyne (AD) &
Archan Nair, Android Jones, Niklas Lundberg, Billy Bogiatzoglou & Jackdaw (visual artists)