TDI was tasked with developing lifestyle imagery to showcase the portfolio of MY18 INFINITI Genuine Accessories. The parameters included: - Still imagery only: model-agnostic as much as possible - Bring attention to and highlight accessories for the consumer - Communicate five categories: Styling, Lighting, Utility, Protection and Connectivity - Luxury/premium feel
Approach
Our starting point was the INFINITI brand and our target audience. We knew we had to communicate the benefits in an unexpected way that also invited discussion and engagement. Capitalizing on the “Human” core attribute of INFINITI, our concept used photography of talent interacting with the vehicle to celebrate the connection of the driver to their accessorized INFINITI. Lighting and cropping helped focus the viewer on the category of accessories for each image.
Results
Client relates that purchase consideration has increased along with overall opinion. TDI is currently producing additional lifestyle photography and messaging that will be expanded throughout dealerships nationwide.
