Infiniti / The Gobi Desert expedition
One hundred years after Roy Chapman Andrews’ historic quest for dinosaur fossils in the Gobi Desert, Infiniti and The Explorers Club retraced his journey in search of new unique treasures. With the help of the Infiniti QX50 and NASA imaging technology, the team of scientists and aventurers uncovered possible evidence of new dinosaur species that will re-write the rules of modern paleontology methodology. My role focused on refining the storytelling, editing and structuring hours of raw material into a cinematic narrative.
Infiniti / Project Black S
Together with my art director, I led the creative development of a launch film for the Infiniti Black S.
I wrote the manifesto that shaped the creative direction. A piece that distilled the car’s spirit into a bold, cinematic concept, which became the foundation for the film.
Performance can be told by numbers, but emotions are better storytellers.
We don’t want to tell people how the car feels.
We want them to actually experience it.
We want to see their faces
when their hands touch the steering wheel.
Their hair rising
when they hear the noise of the Black S.
Their heart racing
when they feel the speed of the Black S.
We want to put the relationship
between the driver and the car
at the heart of what we do.
Because nothing matters more
than the expression on their face
when they realise we’ve put an F1 in a road car.
Infiniti / Social Content
At Critical Mass, I was in charge of social planning for Infiniti. The brand posted three times a day, which meant planning an entire month of content (captions, visuals, and hashtags) in advance. I worked closely with the creative and strategy teams to keep the feed consistent, relevant, and visually cohesive, while making sure it aligned with broader campaign moments.
