Infiniti - QX50 Media Test Drive Event

Creative Direction | Experiential Marketing | Strategy & Ideation | Art Direction

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Context

INFINITI, a near-luxury automotive brand, needed to carve out a distinctive space within the competitive luxury SUV market. The launch of the QX50 introduced an industry-first technology, yet the challenge was ensuring media and influencers not only understood but actively championed this innovation. To build credibility and demand within the luxury segment, the product story had to be seamlessly woven into every activation touchpoint—elevating perception through experience rather than just information.

Action

My team and I designed, developed, and executed a four-week immersive media experience at the Kimpton LaPeer Hotel in West Hollywood. Every detail, from the location selection to the event flow, was strategically crafted to reinforce the QX50’s positioning.

Key activations included:

  • Strategic Environment Creation: We transformed the hotel rooftop into an exclusive event hub, craning in the QX50 for high-impact product presentations.

  • Immersive Storytelling: Every element of the experience reflected INFINITI’s brand pillars—from custom airport pick-up packets to bespoke media credentials, ensuring a luxury experience from first touchpoint to farewell.

  • Curated Drive Experience: A bespoke test-drive route through the hills of SoCal to Nobu Malibu gave media first-hand exposure to the QX50’s innovations in a setting synonymous with exclusivity and status.

  • Luxury Brand Alignment: A final evening event at a private estate in the Hollywood Hills provided a sophisticated yet intimate setting, reinforcing INFINITI’s presence within the luxury lifestyle space.

Result

By crafting an experience where luxury met innovation, we ensured that the media’s focus wasn’t just on the technology but on how it felt integrated into an aspirational lifestyle. The seamless storytelling across every touchpoint resulted in:

  • Significant global media coverage, positioning the QX50 as a true competitor within the luxury automotive space.

  • Stronger brand alignment with the luxury segment, reinforcing INFINITI’s commitment to high-end experiential marketing.

  • A highly curated, immersive experience that elevated the QX50 launch beyond a typical press event, setting a new benchmark for future activations.

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