INFINITI
Project Black S
Interactive brand experience for F1-inspired concept launch
We created an interactive launch experience for INFINITI’s Project Black S — a concept vehicle developed in collaboration with Renault F1.
Designed for a media audience in Paris, the experience translated advanced performance technology into something tangible, explorable and immediate.
The Brief
Project Black S was a showcase of INFINITI’s collaboration with Renault F1 — bringing high-performance hybrid technology into a road-ready concept.
The challenge was to communicate complex engineering and design thinking in a way that could be quickly understood and appreciated by a media audience — beyond static display or presentation.
The Experience
The launch combined cinematic content with interactive installations, allowing guests to explore the vehicle and its technology at their own pace.
A large-format display presented a life-size digital Black S, controlled via tablet — enabling users to rotate the vehicle, uncover key features, and trigger contextual information.
Alongside this, a transparent LED installation overlaid dynamic content directly onto a physical Renault F1 car — blending digital storytelling with real-world engineering.
Directional audio zones delivered targeted sound without headphones, creating an immersive, personal experience within a shared environment.
The Build
Interactive vehicle exploration system built with TouchDesigner
Tablet-based control interface for real-time interaction with large-format display
Transparent LED installation aligned with physical F1 vehicle geometry
Augmented-style overlay system for contextual feature callouts
Directional audio integration for localised, headphone-free sound
Rather than relying on passive content, we built a system where physical objects, digital overlays and interaction worked together — allowing users to engage directly with both the design and the technology.