TBWA \ Hakuhodo turned to Oxygen Content for their first ever Infiniti campaign for China.
Directed by Matthias Zentner and entitled “Genesis”, the stunning commercial highlights what would happen if one is given the power to create a car that meets our demands for performance, comfort and intelligence. The result is the Infiniti M.
The natural elements featured in the commercial depict the different attributes of the car’s composition: the waves and sea signify controlled power and performance, the harmonious interaction between the forest and the car’s interior conveys the relaxing spacious cabin while the cosmos symbolizes the intelligence of Infiniti’s advanced management system available on its dashboard and console.
Filmed on location in New Zealand and China, the commercial is a fascinating marriage of the different elements which are seamlessly brought together. Much of the driving footage was shot in Beijing while the stunning nature shots were captured in the South Island of New Zealand at Queenstown, St. Bathans and Punakaiki on the north-west coast.
“The production was complex as we wanted to shoot as much in camera as possible in order to maintain an organic feel to the film,” says Oxygen Content’s Executive Producer, Jaclyn Tze Wey. “Not only was this accomplished but Matthias also managed to instill a degree of humanity into the commercial that is both uplifting and memorable.”
Further adding to the grandeur and epic quality of the commercial is the rousing score composed by famed Italian composer Roberto Cacciapaglia.
The Infiniti M has been specially designed for the Chinese market and boasts a longer wheel-base fostering even better handling and comfort.
Oxygen Content is a Singaporean based production company representing a roster of award-winning directors including Gerard de Thame, Matthias Zentner, Ago Panini, Daniel Borjesson, Scott Otto Anderson and Martin Arnaldo.
Agency: TBWA \ Hakuhodo China
Chief Creative Officer: Derick Ho
Creative Director: Kenny Moy
Agency Producer: Wong Chun Fat
Account Servicing: Ken Fang, Daisy Sin, Jacky So
Client: Infiniti China
Group Marketing Director: Vivien Li
Production Company: Oxygen Content, Singapore
Co-production Company: ChiliRed Production, China
Executive Producers: Jaclyn Tze Wey, Stacee Lau
Director: Matthias Zentner
DOP: Stefan Von Borbely, Marco Schmidt-Polex
Post Production: Velvet MedienDesign
Post Producer: Oliver Loessl
Editor: Anja Rosin
Head of 3D: Leif Petersen
Flame Artist & Compositor: Sylvia Roessler, Manuel Voss
Telecine: ARRI Munich
Music Composition: Roberto Cacciapaglia
Sound Design: M-Sound