Nissan/Infiniti

New York City

What It Was

Nissan & Infiniti introduced two all-new models to the automotive media before the 2004 New York International Auto Show. Each vehicle had a disctinctly different identity and was revealed in appropriately dynamic and exciting theatrical presentations.

What We Did

Working with GPJ’s creative team, we created a lighting design that built on the video and scenic elements of each reveal. The Infiniti M45 was revealed with a stark, minimalist look that expressed a sensual but discriminating feel, while the Nissan Xterra was driven onstage covered in mud and literally washed off in front of the audience. Dramatic lighting for both reveals contributed to the production design while enahancing the overall experience.

Why It Worked

Simple, but stunning theatrical introductions have become Nissan & Infiniti’s trademark at auto shows. The Infiniti M45 and Nissan Xterra reveals, presented back to back, helped to strengthen brand identities and create an impressive and memorable experience for the industry and media audience.