Infiniti

Infiniti doesn't begin the manufacturing process with metal. Instead, engineers begin with brush strokes called the art of Shodo that represent the emotion they want the customer to experience in every Infiniti vehicle. These strokes, coupled with our new voice, became the basis of a global campaign which launched with the all-new Infiniti M.

The iconic shodo brushstroke worked as well in print as it did online and in film. Here, we used it to create the outfine of the new M.

A finished car is not a complete car.

Every Infiniti begins with two brush strokes. But no Infiniti is complete until what is expressed in those brush strokes, is felt by you, the driver. The new M.This is Inspired Performance. This is the way of Infiniti.

Thank you, Achilles.

A single weakness can jeopardize an entire safety system. This led us to develop the most comprehensive technology ever put in a car. The Infiniti Safety Shield. Using multiple technologies in concert, it surrounds you with six rings of protection. From threat detection and accident avoidance, to collision survival and post crash hazard warning, each ring provides a different layer of defense. Bringing us one step closer to our vision of a world without accidents. The new M. This is Inspired Performance. This is the way of Infiniti

Part of the M launch at Concours d' Elegance. Because we didn't actually have the vehicle available, we took a resin block and project an image of the M on it.

The 2010 Infiniti M was unveiled at Concours d’Elegance at Pebble Beach. To launch the vehicle, the exhibit featured 3 interactive video walls run by custom software, 14 iPad stations with Infiniti HTML5 content and the M projected onto a resin model of the vehicle.

When machines start driving machines, we'll consider another way.

To build a human experience requires a human being. A Master Driver. It is his acute sensitivity that measures the immeasurable. Things that computers and sensors just can't do. From the way it handles to the way it feels, nothing esapes his careful notice. At Infiniti, the test driver's word is final. Because a computer can take you only so far. This is Inspired Performance. This is the way of Infiniti. Feel it in the new M.

In the event you're not interested in debating old luxury vs. new luxury, we offer this.

Emotional luxury. A refreshing concept when you think about it. One that starts with a list of sensations you intend to create. The all-new M was designed to calm and captivate as well as invigorate. With an ingenious air conditioning system that produces gentle breezes instead of arctic blasts. And hand-polished wood trip detailed with pure silver. This is Inspired Performance. This is the way of Infiniti.

Shortly after the launch of the M, we kept the campaign rolling with the launch of the all-new QX.

All the creative assets came together nicely on iPad wehre users interacted with the QX for an immersive experience.

It doesn't drive like an SUV because we never thought of it as one.

Instead, we thought of it as a sports coupe. So we created it with the world's first passive roll stability that actually reduces body roll. We also thought of it as a sedan, which is why we scupted it with zero lift aerdynamics. We even thought of it as a luxury plane. The reason it was crafted with the largest seats in its class. The all-new Infiniti QX. It's anything but another SUV. This is Inspired Performance. This is the way of Infiniti.

Corners: Endure them. Or embrace them.

We developed the all-new QX to handle unlike other SUV's. Zero drag coefficiency and the world's first Passive Roll Stabilization reduce body roll by 40% during cornering, allowing it to perform like a sports sedan. This is Inspired Performance. This is the way of Infiniti.

An integrated, national launch for Nest’s first outdoor security camera.

Infiniti was in search of an iconic way to stand out. We solved that by creating a unique voice and visual style that launched globally. The integrated campaign drove sales 5% in a bad economy.

DOJO’s first branding work for Logitech’s Ultimate Ears. We created the voice and style of the global campaign around the line, ‘Power to the Music.’

A national launch for the new, G convertible. It turned fog into clouds, leaves into birds and full dealer lots into empty ones during the recession.

A national launch for Nest’s first video doorbell.

A couple large TV productions with Michael Bay and Mehdi Norowozian. As well as a microsite and TV commercial cross promotion with the movie, Minority Report.

Ironically, the Salesforce Platform never had its own branding platform and voice. As Creative Director, my job was to invent it.

Gotta love it when the client tells you to make your films even weirder.

As Global Creative Lead, one of my primary responsibilities was to shape PayPal's global narrative across digital, social and traditional channels.

Very few college athletes go pro. These films reminded viewers that the NCAA's focus is on what's most important- giving athletes the skills they need to succeed in careers other than sports.

A global launch that helped Infonet increase sales 12% from the previous year.