The light painting initiative was conceptualised by TBWA\Raad.
Infiniti Middle East created what is billed as the first light painting show using cars, during Dubai Tourism and Commerce Marketing’s second annual Dubai Motor Festival at Meydan Racecourse, this November. The activity was conceptualised by TBWA\Raad.
The objective was to create attention for the Infiniti QX70S Elite Sport. The brand wanted to underline the car’s global positioning as ‘The Original’, in line with its global tagline ‘Inspired Performance’ and the brand’s pillars of performance, precision and provocation.
Canadian artist Patrick Rochon and Orlando-based sound and light producer Evan Jones w
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