THE RACE
INFINITI wanted a pulse-pounding piece of content that would show off the dynamic and rugged side of their QX30 model.
So, working into INFINITI’s new ‘Drive to become’ positioning, we pitched the concept of a race. But not just any race. A downhill race. A downhill race between a professional mountain biker and a professional race car driver set across the mountainous terrain, dense forest and winding alpine roads of Tuscany. Yeah, that kind of race.
After an action-packed 4-day shoot, we captured our master hero film and a buffet of aspirational stills to be used across INFINITI’s social and digital platforms.