Infiniti Enhanced 360˚
Associate Creative Director · 2012 – 2013
Much of our work for Infiniti Global involved creating assets that regional markets around the world could use. For Enhanced 360˚, we partnered with 3D agency Taylor James on exterior and interior panoramas for every vehicle in the Infiniti lineup. Most 360˚ views captured a car at a single moment. Ours moved through a full 24-hour time lapse, so customers could see each vehicle from sunrise to night. It was an incredibly complex production that required a unique solution for every one of its 72 frames.
72
Frames per panorama, each with its own lighting solution
24 hours
A full day-to-night time lapse in every 360˚ view
Full lineup
Exterior and interior panoramas for every Infiniti vehicle
My role
As Associate Creative Director, I worked with my creative director, Masanori Benno, who developed the original strategy. I led the execution of the concept, turning it into a finished series of panoramas across the entire Infiniti lineup and directing Taylor James through production.
Creative Direction — Masanori Benno, Jason Mills (ACD)
3D Agency — Taylor James
What I did
Led the execution of the Enhanced 360˚ concept, taking it from strategy to a finished series of interior and exterior panoramas.
Directed 3D agency Taylor James through production, guiding the lighting and time-of-day transitions across all 72 frames so each vehicle looked right at every hour.
Delivered exterior and interior 360s for every vehicle in the Infiniti lineup.
Created the panoramas as global assets, built to run on Infiniti.com and across regional markets.
Every hour, every frame
A 24-hour time lapse sounds simple until you build one in 3D. Light changes fast, so a single area of the vehicle could look like morning in one frame and dusk two seconds later. That left no room for error in the shaders or the lighting. Every one of the 72 frames needed its own solution to keep the transitions smooth and the vehicle looking its best.
The finished panoramas ran on Infiniti.com and across Infiniti’s regional markets. One production became a shared asset library that let every market show each vehicle the way customers would actually live with it, from the morning commute to a night out.
Enhanced 360˚ was one of the most technically demanding productions of my time on Infiniti. I’m happy to walk through how we approached the time lapse, the production with Taylor James, or how the assets were used across regional markets.
“The change in time of day meant that on one frame we may have something that looks like a morning shot and 2 seconds later it the same area would be dusk because of the fast pace of the light change. This meant our shaders and lighting had to be spot on” ”