How do we announce an all-new engine to the world in a memorable way? How do we create excitement for a feature that won’t be available on a car for another 18 months? How do we make simple and clear one of the biggest breakthroughs in engine technology in nearly 100 years? To solve these challenges, Infiniti Motors Limited turned to Designory as their product marketing and content partner to develop a launch video to announce Infiniti’s new Variable Compression Turbo engine, the first engine that internally transforms to meet the driver’s demands.
To meet these challenges, Designory created an analogy concept that brought the engine to life in human terms. Recognizing that the technology mimicked the way the human body can either sprint or run a marathon, Designory compared the engine’s ability to change shape to generate power or efficiency to man’s ability to do the same. Then they combined both live action footage and CGI animations, supers and graphics to create a visual presentation that is as artful as it is informative. Through lighting, lensing, angles and production values, Designory and the director Carlos Serrao captured the human bodies and mechanical engineering with the kind of beauty they would a new car design.
Designory’s creative platform became more than a single film. It became the core concept of the entire technology launch, carried out in PR, autoshow debut films and still imagery. The film and still assets were also created to bring to life interactive kiosks explaining the technology to customers in the autoshow displays. At its debut, the film was picked up or linked by the press, blogs and consumers, even embedded in engineering analyses to help explain the technology to a high-tech audience. The consumer and enthusiast reception generated more than 100k views in the first week. Meanwhile, the film was translated into several languages to support the launch in markets worldwide.