We were fortunate enough to work with Sydney based content and experience creators The Pulse, on a run of 4 international car shows for their client Infiniti Motors.
We slotted in with the Pulse team and provided lead creative direction for the Geneva Motor Show including co-direction of the launch film along with providing director treatments, creative direction, design, animation and onsite creative support with the Pulse teams for the Paris 2016, Detroit 2017, Geneva 2017 and Shanghai 2017 car shows.
Along with creative developed for the Paris and Detroit shows, we really got to dig deep with the Geneva Motor Show. Creative really evolved as we developed extensive written treatments, director treatments and creative directions. With a focus on the INFINITI Q50 as the Ultimate Performance Partner, the dynamic reveal film for the Geneva Motor Show was shot on location around Queenstown New Zealand. The hero driver engaged in gruelling cycling, rock climbing and mountain running, reflecting the power and performance of the vehicle. The unique challenge was to focus on the design and performance of the Q50 but without having a car to shoot. All 13 car shots are full CG/VFX shots developed to reflect the lakes and mountains of NZ and Geneva. The result is an epic journey around the mountain roads culminating in the QX50 accelerating into the depths of a mountain tunnel where the film then transitions to the live car reveal with the Q50 arriving dramatically onstage.
The canvas was a massive 20 x 5.5 m high curved LED screen. Incredibly sharp at a resolution of 6K+, the screen opened up a number of challenges when it came to filming content, requiring us to shoot at 6K and with some real constraints around lenses. In a world first for technology in a reveal mechanism, The Pulse conceptualised that the LED screen seamlessly parted, with one panel of the screen rising to allow the Q50 car to emerge in a celebration of lighting and sound, while the screen content remained locked horizontally. The screen then locked together again as the film and the visual show concluded.
We’ve been thrilled to work on such a great run of projects with an incredible team like The Pulse. Seeing the creative and the film play out live on such a huge canvas was incredibly satisfying.
The Pulse (for INFINITI Motors)
Kin & The Pulse
Kin & Fabio Nardo
Matt Stewart ACS
The Pulse & Cutting Edge
Eden Music Production