The Q Inspiration by INFINITI

The Q Inspiration is INFINITI's newest concept car, making its debut at the 2017 Detroit Auto Show. With innovative features like ProPILOT Assist, the new VC-Turbo engine, and an interior that rivals that of a time machine- we needed to make sure the social efforts we made across the teaser, activation and sustain stages did it justice. 

ANIMATED INSTAGRAM STORIES

We gathered materials from the engineers that never made it out of the development lab such as sketches and original renderings. We then animated them to create stories to get fans excited for its upcoming reveal at the Detroit Auto Show. 

@KRISPY

We tapped social influencer/car guru @krispy to be on the ground in Detroit so he could show his 120K fans first-hand what makes the Q Inspiration so unique all from INFINITI's handle. 

INSTAGRAM STORIES WITH KARIM

We took advantage of Krispy's personable presence by having him interview INFINITI's Executive Design Director, Karim Habib. We then turned that content into the following stories which were posted the day of the concept car's reveal. 

STATIC POSTS

Then during the sustain phase we used INFINITI's channel to feature the Q Inspiration in all it's glory with a combination of beautiful imagery and sharp copy.

CREDITS

Associate Creative Directors: John Colbert & Terry Lee

Senior Art Director: Ben Fong