INFINITI
Q Inspiration
Global concept reveal and large-format content system
We delivered the reveal content and presentation system for INFINITI’s Q Inspiration concept at the North American International Auto Show in Detroit.
As a defining moment for the brand, the launch introduced a new design language and future technology direction — requiring a clear, high-impact reveal for a global media audience.
The Brief
The Q Inspiration concept marked a major shift for INFINITI — previewing a new design direction and advanced technologies including VC-Turbo powertrains and next-generation driver assistance systems.
The brief was to create a launch experience that could communicate this future vision clearly and confidently — combining cinematic storytelling with a live reveal moment at one of the world’s most important automotive stages.
The Experience
The launch combined a cinematic reveal film with a tightly choreographed physical unveiling — guiding the audience from concept and philosophy through to the vehicle itself.
The film introduced the design thinking and intent behind the car, building anticipation before transitioning into the live reveal.
Delivered to a global audience of press and industry, the experience balanced spectacle with clarity — ensuring the vehicle, its technology and its positioning all landed together.
The Build
Cinematic reveal film co-directed with Cutting Edge
Large-format content authored for ≈8K, 50fps display environments
Real-time speaker support system integrated into keynote delivery
Content pipeline designed for seamless transition between film and live reveal
Playback-ready delivery for high-stakes, live event execution
The concept went on to win both Best Concept Vehicle and Best Designed Interior at the EyesOn Design Awards — reinforcing the strength of the reveal and the clarity of the vision.