Car and Driver’s 10Best
The Idea
When the Infiniti G is named one of Car and Driver’s 10Best, the rest of the lineup has to live up to it.
We built an augmented reality experience that starts with the G and opens into a broader design story, bringing models like the FX and EX to life through design narratives from Shiro Nakamura, Infiniti’s SVP Design Director, so people can feel what makes each car 10Best in their hands.
The FX and EX each had five unique brochure pamphlets introducing a different feature and functionality, turning each of their campaigns into a set of AR experiences.
1st automotive brand to leverage augmented reality.
Highlights
• Turned a familiar 10Best badge into a brand interactive opportunity.
• Created the interaction idea and art direction for an augmented reality layer around the cars.
• Helped shoppers understand “why this car” in a way a static sticker never could.
Role & Focus
Interactive concepting · AR experience design · Automotive retail · In-store storytelling · Media partnerships · Simple tech for decision support · Experimentation with emerging tech · On-site experience optimization