2003

Infiniti

Triant Concept

The concept came out of a collaboration with TBWA\CHIAT\DAY ECD Rob Schwartz, Saam Gabbay and Scott Ingalls.  This was the first time that Infiniti revealed the creative impulse for car design by using a “master brush stroke” in the Japanese tradition of Sumi-e.  Our goal was to create a spot that adhered to a hand-made philosophy and highlighted the car’s features, especially its bird-like doors which we transform into a flying hawk in the spot.  A secondary goal was to gently torture ourselves and make a commercial on 3 synced screens mixing 10,000 hand drawn frames and 3D for the North American Auto Show.

For TBWA\CHIAT\DAY, ECD was Rob Schwartz, art director was Dana Markee and agency producer was Lorraine Kraus.