2015 Winners & Shortlists

Brief Explanation

In a market of established premium brands, Infiniti is a late-comer that has to fight harder to be heard. Infiniti could not afford to use clichés or hallmarks of the genre, so to do away with TVCs of classical music, frosted glass and drivers turning corners, the brand sought out to steer away from the traditional and create something truly inspired. To proclaim the brand’s credentials in a language that would be universally understood, we used an art form just as new and bold, one that showed the cars in their best light: Light Painting. Combining extensive, detailed engineering, a team of specialist artists from three continents, precision-moves from stunt drivers, and three QX70 Elite Sports, three nights at Dubai Autodrome brought extraordinary results. With a medium that had never used cars as paint-tools before, every hour was spent learning what effects were possible, how best to illuminate both the cars and the surrounding landscape, then push this to the most beautiful outcome, capturing stills, and slow-motion footage through the lens, and an emotive, complex kinetic art form. No effects, just lights, cameras and action.