Background

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.

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.

vr_goggle_illustration

From Pencil to Metal

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QX30 Concept

The Dream Road

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Q60 Concept

Results

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