How do you promote a car that exists only as a concept—with no prototype available and no unique details to highlight? ...You team up with F1 icon and Infiniti x Renault lead driver Daniel Ricciardo. Our idea was to showcase the Black S’s unique selling point—being the first road car to incorporate F1 engineering—through a mockumentary-style video. In it, Daniel shares his thoughts on what a car inspired by F1 should look like, taking the concept of "track to road" a bit too literally.

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Involvement

Lead Creative, Creative concept, Script writing, Art Direction

Daniel Ricciardo
                 X Black S