INFINITI launched its new campaign to celebrate the unveiling of the QX60 Sport and QX80 Sport models. This cinematic work reflects the brand’s vision where luxury is measured not by extravagance, but by confidence and poise. Launched in Dubai in December 2025, the campaign tells a storey that blends movement, design, and emotion, emphasising that a powerful presence doesn’t need noise to attract attention; it asserts itself quietly.
The campaign features a group of personalities who embody different facets of modern luxury. Leading the pack is Mohammed Al Turki, INFINITI’s Honorary Luxury Ambassador for the Middle East and a renowned Saudi film producer, alongside the duo Ali and Walaa, famous content creators, and Tuesday Le Roux, a presenter and host. Together, they embody INFINITI’s vision of true luxury: a confident presence and a balanced style.
The QX60 Sport and QX80 Sport share this same spirit, combining quiet power with precise control, reflecting the concept of driving with confidence and without ostentation. The campaign highlights this concept through a thoughtful balance between stillness and movement, a visual expression that demonstrates how simplicity and clear intent can be more impactful than excessive detail.
The campaign’s creative vision is inspired by the Japanese philosophy of Shibui, which celebrates serene beauty and balanced simplicity. Therefore, the scenes are set against a pure white backdrop, symbolising clarity and new beginnings, giving light, movement, and emotion ample space to express themselves, much like the traditional Japanese kimono that honours purity without embellishment.
Each participant in the campaign offers their own interpretation of this philosophy. Mohammed Al Turki embodies the brand’s spirit through storytelling and composure, while Ali and Walaa reflect the family-oriented character and elegant power of the QX80 Sport. Tuesday Le Roux embodies the dynamism and boldness that characterise the QX60 Sport in a harmonious interplay between personality and vehicle.
At the heart of this vision, INFINITI affirms that the car doesn’t create the storey; instead, it amplifies it. The sculpted exterior design reflects precision and strength. At the same time, the interior is based on Omotenashi, the Japanese art of hospitality, where details are designed to meet needs before they are even asked for. In doing so, INFINITI redefines confidence as both a feeling and a presence, asserting that luxury is not an attribute, but an attitude embodied in every detail of the QX60 and QX80 Sport.
