Infiniti has positioned itself as an aspirational luxury brand going up against the likes of BMW, Mercedes and Audi. Concept cars have long been a means of capturing audience attention and imagination, however they’re usually reserved for premium auto shows. Infiniti wanted to give a wider audience the opportunity to experience what it means to design and drive inspired performance.

Infinity App

The Idea

We created Infiniti Driver’s Seat, a virtual reality app that gives users the only set of keys to the QX30 and Q60 concept cars, via two immersive VR experiences.


From Pencil to Metal


QX30 Concept

The Dream Road


Q60 Concept


Reception has been overwhelmingly positive, with the app receiving huge amounts of attention, both on-site at Pebble Beach and online by industry and consumer publications.


In Collaboration with