Infiniti : Creative Direction

Infinti is a luxury car brand with a big job on it's hands – to tear away loyal buyers from the German big three (BMW, Audi, Mercedes) in Europe.

I've been creative director on the account for four years and have overseen a huge amount of change during that time - essentially moving from the early behaviour of 'keeping up with the Jonses' (budget sapping Press and OOH with heavy sales messaging), to that of a Challenger Brand. Digital and social content with the culmulative effect of educating and winning over a new audience on the look-out for something a little different.

The move away from traditional media-buying requires a hugely 'social-first' attitude, staying ahead of the ever-changing rules and best practice across Facebook and Google (who we collaborate and share creative with regularly for maximum effectiveness).

Recent success stories include our European Brand positioning 'The Drive to Become', award winning Michelin brand-partnership campaign 'TasteMakers', F1 Ultimate Racing Experience, the launch of the Black S and a raft of agile content - fast, light shoots yielding tons of footage and stills, crafted and mapped against our 3D model - Desire, Discover and Drive.

And as well as the larger camapign work, there is the day to day stuff of course, everything from tactical social and web pages through to ECRM requiring creative oversight.

Media:
Brand, Press, TV, Digital, Social, Retail