You Drive the Car in CP+B’s New VR Infiniti Campaign

By Patrick Coffee 

So far, Crispin’s campaigns for its newest big client Infiniti have included an auto adventure and a tie-in to the new Vacation movie. This one, however, is a little different.

The work officially launched a couple of days ago, and it’s all about “two unique VR experiences” debuted by the client at the ongoing Pebble Beach Auto Week in order to demonstrate its “newest concept cars.”

It’s pretty simple: the viewer is the driver of the mysterious Q60 in this POV campaign or 360 degree film.

As sometime casual gamers, we appreciate having some degree of control over the experience, though we regret that fact that there’s no Christie Brinkley in the passenger seat and that we can’t just drive this concept car off the mountain, GTA-style.

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But that’s not the point of the project, which will air “as YouTube pre roll ads” starting this weekend. The campaign also includes “a Google Cardboard mobile app” and an Oculus Rift “custom simulator” currently available to those lucky enough to live in Pebble Beach and have a good bit of free time on their hands.

In the second part of the campaign, viewers can look around the warehouse as Infiniti executive design director Alfonso Albaisa explains how its other concept car, the QX30, came to be.

The surround thing is definitely cool, though the viewer doesn’t really end up having a whole lot of control over the whole experience.

On the other hand, the Infiniti work is definitely a better look for the VR movement than, say, this:

The most important question, though, is “How awesome will Fallout 4 be?!”

CREATIVE AGENCY: CP+BSENIOR COPYWRITER: Kelly McCormick

INTEGRATED PRODUCER: Becca Manning

GROUP ACCOUNT DIRECTOR: Kate Frazier

EXECUTIVE PRODUCER: Jesse Jones, Deb Drumm

EXECUTIVE CREATIVE DIRECTOR: Michael Raso

CREATIVE DIRECTOR: Pat Feehery

CREATIVE AGENCY: CP+B

CONTENT PRODUCER: Lauren Wheaten

CHIEF CREATIVE OFFICER: Ralph Watson

ACCOUNT DIRECTOR: Liza DeAngelis

 

MEDIA AGENCY: OMD

MUSIC PRODUCTION: Q Department, New York

ONLINE EDITOR: Bill Marmor (Luma)

EDITOR: James Bedford

EDIT COMPANY: Plus Productions

VISUAL EFFECTS: (Digital) Justin Johnson

POST PRODUCTION HOUSE: Luma Pictures

CREATIVE DIRECTOR: Matt Lydecker

CG: (Supervisor) Dave White

PRODUCER: Jamey Kitchens, Michael Perdew

 

EXECUTIVE PRODUCER: Oliver Fuselier, Chris Neff, Dustin Callif, Erich Joiner

DIRECTORS: (Design) Matt Gase, (Tech) Patrick Gunderson

DIRECTOR: Steve Mapp

PRODUCTION COMPANY: Tool of North America

PRODUCERS: Nadine Brown, Chris Kaliszewski, Francesca Lentini

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