Earlier this year, INFINITI released a newly redesigned QX50 to its line-up, featuring the world’s first Variable Compression (VC-Turbo) engine. An advanced engine that provides both power and efficiency to the driver on demand. So, we thought what better way to show off the art of the QX50’s adaptive performance than by creating a one-of-a-kind installation and launching it during Toronto’s premier art festival, Nuit Blanche.

“All Eyes on You” was designed to showcase the intuitive performance of the vehicle that changes on your command. The experience consisted of a QX50 fully wrapped in over 49,000 LED lights and 6-built in, motion capturing cameras. As participants walked towards the vehicle, the motion capturing cameras would pick-up their body movements and reflect them back onto the vehicle through the lights.

INFINITI has struggled with overall awareness in the luxury segment. To generate buzz and awareness around the launch of the All-New QX50 and its suite of tech and performance features, we needed to think outside of the box.

Our approach was to create an interactive experience that brought the vehicle’s new features to life.

We wanted to display the performance of the QX50 through an epic light show that would shock and awe festival-goers. Once in proximity, participants would see their silhouette reflected through the lights. Participants’ movements were also displayed in a range of green and red colours to simulate the eco and power mode of the VC-Turbo engine. If participants moved slowly, their reflection would light up in green, and if they moved quickly, their reflection would light up in red. The experience was housed under a hooded structure to amplify the light show as well as provide additional information on the performance and tech features of the vehicle.

60% of Nuit Blanche attendees visited the activation resulting in more than 635,000 impressions and 17,000 interactions over the course of the night. On average, 6 people visited the vehicle per minute.