DUBAI — Infiniti Middle East created what is billed as the first light painting show using cars, during Dubai Tourism and Commerce Marketing’s second annual Dubai Motor Festival at Meydan Racecourse in November. The activity was conceptualized by TBWA\Raad.
The objective was to draw attention to the Infiniti QX70S Elite Sport. The brand wanted to underline the car’s global positioning as ‘The Original’, in line with its global tagline "Inspired Performance" and the brand’s pillars of performance, precision and provocation.
Canadian artist Patrick Rochon and Orlando-based sound and light producer Evan Jones were involved in the exercise.
Each car was rigged with 59 feet of LED strips (2,520 LEDs) to give an output of 30,000 lumens. Stunt driver Ron Oakley and a team of rally racers were engaged. The activity saw French light painting photographers Will Will, and Cisco capturing the live show, which took five months from concept to execution.
Francesca Ciaudano, deputy general manager – marketing and PR, Infiniti Middle East, said, "Using engines instead of athletes to show precision and artistry, ‘Inspired Light’ lets us literally light the way in creating unique experiences that resonate. The QX70 is an original, and was the perfect tool for illustrating infiniti’s passion for performance, design, pushing boundaries and of course, originality."
Elisa Arienti and Madeleine Butcher, creatives at TBWA\Raad Dubai, added, "The most exciting and the most challenging part about this project was that no one had ever done something like this before. Even sourcing expertise from around the world, we were all in the dark about how it would look. Even at the autodrome, the first few nights were all about experimenting, trial and error. We’re incredibly proud that the performance and the concept have turned out as beautifully, and as magically, even more so, than we planned for."
Client: Infiniti Middle East
Deputy general manager: Francesca Ciaudano
Section manager: Samer Bou Dargham
Creative agency: TBWA\Raad
Creatives: Elisa Arienti, Madeleine Butcher
Producer: Jessica Abi Nassif
Account director: Rania Nazmy
Account manager: Ola Ibrahim
Light Painter: Patrick Rochon
Producer/Engineer: Evan E Jones
Associate producer: Vincent Santilli
Director: Jonpaul Douglass
Editor: Marco Cordero
Cinematography: Pierre Tremblay
Music composer: Romain Strugala
Production house: The Talkies
Executive producer: Sabine Farah
Precision driver (lead): Ron Oakley
This article first appeared on campaignme.com.