INFINITI + RED BULL RACING F1 PARTNERSHIP

Inspired performance

Challenge: For Infiniti, performance isn’t about statistics – it’s about sensations. We needed to bring this idea to life, and at the same time celebrate the brand’s partnership with the F1 Red Bull Racing team, in a global print campaign to run throughout the F1 season.

Solution: To turn real performance data into colour, form and feeling.

TBWA\G1, Paris (2012)

BONUS PROACTIVE IDEA: Inspired performance live

Infiniti turn real-time performance data into unique artworks, during each Grand Prix.

How it works: During each Grand Prix, real-time performance data is fed into a series of robotic paint guns or light projectors.

Unique to every drive and every circuit: These paint guns and projectors feed on live performance data from the Red Bull racing cars, responding to every gear-change, throttle-blip, DRS deployment and more to turn every drive into a one-of-a kind piece of art.

Shared – live on social media, on flagship digital outdoor screens (e.g. Trafalgar square, Heathrow Airport), at dealerships. Original artworks (created by paint gun) displayed at art galleries.