MY2019 INFINITI Accessory Model Agnostic Videos

The marketing leads at INFINITI USA were looking for a creative way to promote their wide array of accessories into a set of short videos that would run both on the net and in showrooms across the country. Working with their marketing team, we narrowed down to a set of four buckets, Exterior, Lighting, Cargo, and Interior, that we could group these accessories and create roughly 40 sec teaser videos that would entice and allure viewers into finding out more of what INFINITI Genuine Accessories has to offer.

Just as we had finished several rounds of concepting for these, a brand new campaign was launched by INFINITI Global which was meant to take the brand into an entirely new direction that would effect everything from voice to look and feel. This Luxury Should Be Lived In campaign was to take INFINITI into the realm of approachable, realistic luxury—one that isn’t afraid to show you the side of things that you wouldn’t normally see in luxury ads. We embraced this new direction as a real opportunity to shoot in an unorthodox way, guerrilla style with more casual moments of day-to-day realism like lipstick stains left on a coffee cup lid or that moment of biting hangrily into a burrito, complete with mess and all.

The shooting approach was to capture all these primarily with stills to stop-motion the narrative along and then punctuate with moments of video to highlight the accessories and showcase them in action. We found this allowed us to capture details, such as the ones mentioned above, that otherwise would be missed in regular video capture. In the end, it all came together and most importantly our clients were thrilled with the results, as these videos have become a leading benchmark for the brand campaign and INFINITI’s accessories have a great new platform to carry itself forward.

The above is just the Exterior video, please see below for the others:

Lighting: https://youtu.be/W7A7DrY6Awk
Cargo: https://youtu.be/VNWo5gx43Ng
Interior: https://youtu.be/4omTMGCkMsQ

Art Director/ Myself, Bryan “BK” Kestell
Copywriter/ Terry Orsland
Photographer/Director/ Jeff Ludes
Associate Creative Director/ Jesse Echon
Creative Director/ Chad Weiss
Editing/ SpotBot, Inc.
Sound/ Animal