MY2027 INFINITI QX65 Global Launch First Look Video

Following the success of previous INFINITI launch walkaround videos, our team was challenged to create something bolder and more emotionally engaging for the all-new 2027 INFINITI QX65. Unlike the family-focused QX60, the QX65 was designed for what the brand identified as "Dynamic Upshifters"—successful professionals and resurgent empty nesters rewarding themselves with a vehicle that reflected their next chapter. The launch content needed to match that same sense of ambition and momentum while introducing a completely new vehicle to market.

As with previous launch assets, the objective was to support the mid-funnel stage of the customer journey with a deeper, more detailed exploration of the vehicle than top-funnel advertising allows. Rather than another talent-led walkaround, we saw an opportunity to reimagine the format entirely. With the vehicle not yet widely revealed, the concept became a "First Look" experience—a cinematic journey built to feel like discovery, not presentation. Working exclusively in CGI, we created a fully immersive, first-person experience that revealed key features organically as the viewer moved through the environment.

The creative approach used both vehicle and environment as storytelling devices, pushing more dynamic camera movement, fluid transitions, and dramatic lighting than any previous launch video. The result introduced the QX65 while signaling a more confident, expressive creative direction for INFINITI—one that U.S. and global stakeholders rallied behind immediately, making the piece an instant benchmark for the brand's evolving visual language and future launch content.

Global YouTube Link: https://www.youtube.com/watch?v=yyKV_2WrAXg

Art Director/ Dan Sandoval
Copywriter/ Christian Corpora, Kamarri Chrusciel
Creative Director/ Myself, Bryan “BK” Kestell
Producer/ Andrea Gomez
Project Manager/ Daesun Yoo
CGI + Editing + Post Production/ Omnicom Production Team, 3DI
Sound/ Why Do Birds