NP Lövgren Nils-Petter Lovgren

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INFINITI

Global campaign for the launch of INFINITI’s new Q50 and the brand’s partnership with Stephen Curry.

The three chapter campaign launched with an teaser Instagram post by Stephen. It showed him shooting a basketball into the sunroof of an Q50 from beyond the three point line, sparking online buzz and curiosity among his fans. Soon after the campaign rolled-out in broadcast and socialmedia, with a film drawing the parallel between the performance of the superstar athlete and the new Q50 in “Feeling of Performance”. This was followed by a brand message in “Two of Me”, bringing to life the shared mindset of Stephen and the INFINITI brand. The final chapter was a more playful product film, “Road of Her Dreams”, were Stephen’s 5 year old daughter designed a track for him to race, demonstrating the Q50’s drive assist technologies.

Around each of the three chapters the campaign was supported with an array of additional Instagram posts, boomerangs, carousels and other online content from the shoots.

Media: TV, Cinema, Youtube, Facebook, Instagram, Weibo and other online media
Markets: Global
Agency: CP+B, Los Angeles
Role: Executive Creative Director

Road of her Dreams – Broadcast and online film
Beyond The Drive – We gave Stephen Curry a GoPro camera to document the day of the shoot
Teaser film to build anticipation for the partnership
Feeling of Performance – Broadcast and online film
Two of Me – Broadcast and online film
Teaser was launched on Stephen Curry's Instagram and then supported by INFINITI's own channels
Films were formated and promoted through Stephen and INFINITI's online channels
Product cutdown Instagram carousel
Product cutdown Instagram carousel
Product cutdown Instagram carousel
Carousel version of Road of her Dreams
Bit sized: Boomerang from films, hyper lapse capturing the track being made, Stephen Curry's Behind the scenes and more
Reuters reported from the shoot about the upcoming partnership - For full article click here.
Press coverage in USA Today for The Shot - For full article click here.
Press coverage of Road of Her Dreams - For full article click here.
Press coverage of Road of Her Dreams - For full article click here.
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Thank you