[VIDEO] Infiniti “Inspired Light” Creates Art Using Cars
Recently, news broke of Infiniti Middle East joining forces with composer Megadon Betamax to create a tune (“Chromatic”) made entirely from noises found in the Infiniti Q50, QX60, QX70, and QX80. Turns out, Infiniti Middle East quite enjoys artsy projects like this, because a new one, entitled “Inspired Light” has just been unleashed, and it’s equally as awesome as “Chromatic.”
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For “Inspired Light,” Infiniti transformed three QX70 models into moving light paintbrushes. The three crossovers were then unleashed on Riyadh, Saudi Arabia’s Al Reem track, creating a breathtaking pattern of lights and movement that was captured on video. This was the conclusion of a campaign titled “It’s Time for Infiniti,” which was designed to raise the luxury automaker’s brand awareness in its Saudi Arabian market.
The campaign followed five families over the course of five weeks. The families created video diaries of themselves driving their Infiniti vehicles around Riyadh, highlighting their favorite locations in the city. Infiniti and the five families used the hashtag #ItsTimeForInfiniti on social media to allow fans to follow their progress and get involved.
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“We saw this as the perfect opportunity to engage with our fans here in the Kingdom,” said Juergen Schmitz, managing director, Infiniti Middle East. “As a premium automotive manufacturer, it’s a top priority to provide our customers with a relevant offering, so we too feel that it is also equally important for us to afford our fans a chance to really live and revel in the Infiniti spirit.”
Wondering how “Inspired Light” was made? Check out this video showing Patrick Rochon—light painter, photographer, and creator of “Inspired Light”—talking about how the cars were rigged to become giant light paintbrushes.