Infiniti EX 37: Infiniti Visualiser: The Car That Didn't Exist

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Released:	November 2008
Advertiser:	INFINITI
Agency:	TMW
Category:	Cars

Credits:

Gareth James, Digital Creative Director, TMW - Lead creative direction
across all project areas (microsite design, film direction and music)
Jake Cooper, Senior Digital Copywriter, TMW - Lead creative direction
across all project areas (microsite design, film direction and music)
Florian Bohl, Senior Designer, TMW
Ed Howarth, Account Director, TMW
Julie Roberts, Business Director, TMW
Adrian Pearmun, Digital Client Partner, TMW
Chris Sainsbury, Information Architect, TMW

Martin Jobin, Head of Interactive Marketing, Infiniti Europe

Paul Dreisen - Technical Director, animation department, Parasol Island
Philip Hansen - Managing Partner, animation department, Parasol Island
Jonathan Wulfes - Music Ccomposer, Parasol Island

David Atikinson - CGI Development Manager, Saddington Baynes
Chris Christodoulou - CGI Director, Saddington Baynes
Duncan Hart, Senior Technical Consultant Saddington Baynes

“How do you get people to fall in love with a car they have never seen before?” This was the challenge which Infiniti had to address as part of its European launch in October this year. Although the brand has enjoyed considerable success in Asia, Russia and the US for the best part of twenty years, it’s only now that the new premium car brand has ventured into Europe. As a result, few Europeans will be familiar with the brand, let alone aware of the exciting range of performance cars available.

The Infiniti range comprises of its flagship Infiniti FX model plus the Infiniti EX37 crossover, the Infiniti G37 and the G37 Coupé. To bring these models to life and to mark Infiniti’s arrival in Europe, Infiniti recently launched their online Car Visualiser where the range has been completely remodeled using cutting-edge computer generated imagery (CGI). In doing so, customers can now explore and interact with the range by changing the exterior colour, interior trim combinations and alloys using the high quality 3D configurator tool.

However, it’s the four stunning CGI brand experience films where the cars really come to life. Each film reveals the cars driving through their own unique virtual world, composed of magnificent architectural structures, hyper-real organic landscapes, walls of crystal, dynamic race tracks, cityscapes and neon-lit tunnels.

This short 4 minute video clip takes a rare behind-the-scenes look at how and why Infiniti made the Infiniti Visualiser. It provides a revealing insight into this new exciting brand as well as the fascinating production process which goes into creating CGI, from creating the initial storyboards and style frames to developing the end result of fully rendered, computer-generated graphics.

This is essential viewing for anyone who wants to gain the inside track on what Infiniti are all about and the individual facets of each car, as well as anyone who’s curious to see the computer wizardry which goes on behind the scenes to create such high-end animation.

To experience the full visualiser experience please visit www.infinitivisualiser.com or alternatively you can access them via the new Infiniti Europe website www.infiniti.eu. If you wish to publish the four video assets which are featured in this video film