Infiniti Q1 - Prototype 09 / Creative Direction + Art Direction
Infiniti, a challenger brand in the luxury automotive industry, wanted a standout presence at the prestigious Pebble Beach Concours d'Elegance auto-show. Our task was to create a compelling activation that would raise Infiniti's brand awareness amidst established luxury car brands like Mercedes-Benz, BMW, Porsche, Bentley, Rolls Royce, Bugatti, and Ferrari.
To differentiate Infiniti and showcase their forward-thinking approach, we devised a bold strategy. We unveiled an "old car model" that had never existed before, emphasizing that Infiniti's legacy resides in the future rather than the past. Infiniti's product design team embraced our idea and transformed it into a stunning design, which became the highlight of the Pebble Beach event. This activation not only captured attention but also garnered significant press coverage within the auto industry.
All media coverage:
https://usa.infinitinews.com/en-US/releases/infiniti-reveals-prototype-9-at-2017-pebble-beach-concours-d-elegance
http://beta.latimes.com/business/autos/la-fi-hy-infiniti-prototype-20170812-story.html
https://jalopnik.com/infinitis-new-classic-grand-prix-racer-should-be-mocked-1797779794
https://www.designboom.com/technology/infiniti-prototype-9-08-14-2017/
https://hypebeast.com/2017/8/1940s-infiniti-prototype-9-ev-power
http://www.nydailynews.com/autos/eye-candy-infiniti-prototype-9-gallery-1.3429499
http://money.cnn.com/2017/08/25/technology/infiniti-prototype-9-interview/index.html
https://www.usatoday.com/picture-gallery/money/cars/2017/08/17/infiniti-tries-its-own-version-of-roadster/104705888/
http://www.thisismoney.co.uk/money/cars/article-4789158/Infinitis-Prototype-9-electric-sportscar-1940s-looks.html
https://www.topgear.com/car-news/pioneers/heres-full-story-infinitis-140mph-prototype-9
https://www.forbes.com/sites/jaclyntrop/2017/08/21/infiniti-reveals-the-prototype-9-concept-a-retro-race-car-at-the-pebble-beach-concours-delegance/#57099ded6bf3
http://www.businessinsider.com/infiniti-prototype-9-electric-race-car-concept-2017-8
http://robbreport.com/motors/cars/infiniti-prototype-9-monterey-car-week-eg17-2745324/
http://www.spiegel.de/auto/aktuell/infiniti-prototype-9-studie-eines-retro-renners-mit-e-motor-a-1162960.html
http://www.lepoint.fr/automobile/salons/avec-le-prototype-9-infiniti-se-dessine-un-passe-revolu-15-08-2017-2150170_656.php
http://www.lavanguardia.com/motor/coches-bonitos/20170819/43661149374/infiniti-prototype-9.html
https://www.quattroruote.it/news/concept/2017/08/14/infiniti_prototype_9_l_elettrica_vintage_di_pebble_beach.html
https://www.motorpasion.com/infiniti/como-seria-un-infiniti-de-carreras-de-los-anos-40-el-prototype-9-es-la-respuesta-y-esconde-un-motor-electrico
http://www.motortrend.com/news/infiniti-prototype-9-exclusive-first-look/
https://www.pistonheads.com/news/general/infiniti-prototype-9-at-pebble-beach/36624
https://techcrunch.com/2017/08/18/infinitis-prototype-9-is-a-modern-electric-car-with-1940s-retro-racer-roots/
https://blog.caranddriver.com/10-things-to-know-about-infinitis-amazing-prototype-9/
https://www.slashgear.com/infiniti-reveals-1930s-style-prototype-9-ev-at-pebble-beach-13494948/
http://www.carmagazine.co.uk/car-news/motor-shows-events/pebble-beach/2017/infiniti-retro-concept-at-pebble-beach-2017/
https://www.engadget.com/2017/08/17/this-infiniti-prototype-9-ev-defies-all-logic/
https://inhabitat.com/prototype-9-is-a-retro-electric-roadster-with-the-nissan-leafs-heart/
https://insideevs.com/infiniti-prototype-9/
https://arstechnica.com/cars/2017/08/with-prototype-9-infiniti-imagines-what-a-1940s-electric-race-car-could-be/
http://www.autonews.com/article/20170820/OEM03/170829950/infiniti-prototype-9-history-fantasy
https://www.autocar.co.uk/car-news/motor-shows-pebble-beach-concours-delegance/infiniti-prototype-9-concept-revealed-race
https://www.motorauthority.com/news/1112079_infiniti-reveals-what-if-prototype-9-1940s-grand-prix-racer-ahead-of-pebble-beach
https://www.topspeed.com/cars/infiniti/2017-infiniti-prototype-9-ar177286.html
https://newatlas.com/infiniti-prototype-9-concept/50883/
https://www.cnet.com/roadshow/news/infiniti-prototype-9-concept-retcons-history-with-ev-guts/
http://autoweek.com/article/pebble-beach-concours/infiniti-prototype-9-concept-race-car-debut-pebble
http://autoweek.com/article/pebble-beach-concours/infiniti-prototype-9-concept-race-car-debut-pebble
https://www.autoblog.com/2017/08/12/infiniti-prototype-9-pebble-beach-official/
http://www.speedhunters.com/2017/08/infiniti-prototype-9/
https://www.express.co.uk/life-style/cars/842975/Infiniti-Prototype-9-electric-car-Nissan
https://auto.ndtv.com/news/infiniti-reveals-electric-retro-roadster-prototype-9-at-pebble-beach-1738361
http://www.scmp.com/lifestyle/motoring/article/2109379/prototype-9-reveals-why-hong-kongs-infiniti-fans-are-bold-and
http://www.theweek.co.uk/87739/infiniti-prototype-9-the-electric-grand-prix-concept
http://www.autoexpress.co.uk/infiniti/100417/infiniti-prototype-9-concept-revealed-at-pebble-beach
http://www.carscoops.com/2017/08/infiniti-prototype-9-concept-breaks.html
http://www.automobilemag.com/news/infiniti-prototype-9/
http://www.racer.com/international/item/143156-infiniti-reveals-roadster-like-prototype-9-concept
http://www.carbuzz.com/news/2017/8/13/Infiniti-Prototype-9-Concept-Is-An-All-Electric-Old-School-Racer-Tribute-7740573/
http://www.greencarcongress.com/2017/08/20170814-prototype9.html
https://www.digitaltrends.com/cars/infiniti-concept-retro-prototype-news-pictures-specs-performance/
https://www.autoevolution.com/news/infiniti-prototype-9-revealed-is-a-nissan-leaf-that-looks-like-a-1940s-race-car-119712.html
http://hashtaglegend.com/post/new-infiniti-prototype-9-vintage-car
https://www.thestar.com/autos/2017/08/26/infinitis-prototype-9-a-nod-to-past-racing-car-greatness.html
https://www.engineering.com/DesignerEdge/DesignerEdgeArticles/ArticleID/15517/INFINITIs-Prototype-9-Reimagines-a-Vintage-Grand-Prix-Racer.aspx
https://theawesomer.com/infiniti-prototype-9/440021/
http://www.blessthisstuff.com/stuff/vehicles/concept/infiniti-prototype-9/
http://shortsleeveandtieclub.com/infinitis-new-prototype-9-is-an-electric-racing-beauty/
https://www.autotrader.com/auto-show/Infiniti+Reveals+a+Retro+Concept+at+Pebble+Beach+Called+Prototype+9-268285.xhtml
https://www.blick.ch/auto/unter-strom/infiniti-prototype-9-geschichte-schreiben-id7148637.html
http://www.coolthings.com/infiniti-prototype-9-electric-powertrain/