INTERACTIVE | INFINITI
SPECTRUM
Supporting the launch of the all-new 2019 INFINITI QX50 through brand awareness.
CLIENT
Infiniti
AGENCY
Quartz Creative
DESIGN
Michael Zhou
DEVELOP
Clemente Gomez
CONTENT
Alexandra Owens
Support the launch of the all-new 2019 INFINITI QX50 through brand awareness. Quartz creative produced an interactive journey along a spectrum of “infinite” possibilities allowing users to explore their travel destination of choice while aligning with key INFINITI QX50 brand points.
INTERFACE
The heavily used large typographies in this interactive deliver the bold and ambitious lifestyle that Infiniti QX50 wanted to promote. The design is based on two abstract to non-abstract concepts. The first one is from general feelings to non-abstract imageries and colors. And another set is from abstract emotion and ideas to non-abstract exciting destinations, as well as Infiniti QX50 features that the user is looking to explore and experience. The minimal design that utilizes consistent and simple shapes balances out the complex idea. Also helps the user to easily navigate and explore the next vacation location they are looking for, as well as Infiniti QX50 features that match with the destination.
TYPOGRAPHY
Typography and imagery deliver the bold, modern aesthetic that Infiniti was looking for in a lifestyle campaign.
COLOR
Express the spectrums along with relevant moods, feelings, and textures through compelling imagery and color.
IMAGERY
Show vibrant, exciting imagery of destinations that inspires people to travel and adds to the experience.
AMPLIFICATION ASSETS
With layering that creates foreground and background in a flat design, key design elements like the bold types and the rectangular frame are naturally integrated into impactful imageries.
