film / global work

Infiniti - Empower The Drive

CP+B came to Juvenile Delinquent with a tricky assignment: a global rebrand for Infiniti hung on a client-mandated brand line that didn't travel well across languages and cultures. The strategic challenge was to bring the line to life visually in a way that could transcend borders.

Our solution was to lean into the notion of drive. JD studio working in partnership with The Mill created, produced and directed this campaign for key global auto shows as well as social & OOH based around arresting driver POV photography of legendary "infinite roads" with the centerline aligned to the Infiniti brand mark. In doing so we enabled the brand to own the infinite road in both a literal and figurative sense: reminding the world that those who drive Infiniti are those who are driven to unlock infinite human potential.