Through a new media campaign that uses cinematic storytelling to present its vision of design, movement, and identity, Infiniti announced the launch of the QX60 Sport and QX80 Sport. The campaign, which emphasizes that a strong presence doesn’t need to be overtly assertive but rather exudes quiet confidence, features a diverse group of personalities who embody different concepts of contemporary luxury. These include Saudi film producer Mohammed Al Turki, Infiniti’s luxury ambassador in the Middle East; content creators Ali and Walaa, known for their influential presence in the digital landscape; and Tuesday TV presenter Lou Roux, known for her elegant style. They represent Infiniti’s vision that true luxury lies in how one interacts with the world, not just in appearances.
The QX60 and QX80 Sport reflect this vision through a design that balances power and serenity, with a focus on control, precision, and fluidity. The campaign highlights this approach through scenes that juxtapose stillness and movement, demonstrating that thoughtful simplicity can be more expressive than excessive ornamentation.
The campaign’s creative direction is based on the Japanese “shibui” philosophy, which celebrates the beauty inherent in simplicity and balance. A minimalist white background, reflecting concepts of serenity, elegance, and new beginnings, allows movement, light, and emotion to take center stage, lending the narrative a natural and unpretentious feel.
Each character in the campaign contributes to this theme from a different perspective. Mohammed Al Turki embodies the brand’s identity by combining sophistication with storytelling, while Ali and Walaa highlight the family-oriented nature of the QX80 Sport and its balance between power and practicality. Tuesday Le Roy, on the other hand, presents an image that aligns with the more dynamic and daring character of the QX60 Sport. This diversity aims to connect human emotions with vehicle design, showcasing the complementary relationship between the car and its driver. Infiniti emphasizes that every driving experience is shaped by the personality of the driver, and the vehicle is designed to enhance that experience. The sculpted exterior design of the QX60 and QX80 Sport reflects strength and precision, while the interiors are based on the concept of “Omotenashi,” the Japanese art of hospitality that anticipates the user’s needs, with meticulous attention to detail and user-friendly comfort.
Overall, the campaign aims to highlight that confidence stems from presence, intention, and emotional connection, not just appearances. Through thoughtful design and dynamic movement, Infiniti presents its vision of luxury as an attitude and a style, evident in the details of the QX60 and QX80 Sport without any need for extravagance.
