QX Inspiration
An AI-built world for INFINITI

A luxury brand world with talent, location, and light, created without a single day of shooting.

Concept, art direction, and AI production (2026).

The Film
A 96-second vertical film made for mobile. It opens on a figure walking toward the light, then intercuts with the car being revealed from beneath silk. The pacing is slow and observational, closer to a short film than a spot.

The Question

Every automotive launch depends on the shoot: the location, the weather, the talent, the budget, and the weeks it takes to bring them together. I wanted to know whether we could build a complete, believable brand world without any of that, and whether it could hold up to the standards of a luxury brand.

QX Inspiration started as an internal capability study. It became a proof of concept for a new way of creating brand imagery.

The Idea

The world is built around kintsugi, the Japanese art of repairing broken pottery with gold, so the repair becomes part of the beauty instead of something to hide. I translated that into a landscape of white sand and gold light: spare, quiet, and a little otherworldly.

It's grounded in INFINITI's UNBELONG brand platform (Be Bold, Be Unique, Be Direct). Kintsugi rejects the idea that perfection means uniformity, which is the same attitude UNBELONG asks of the brand. The concept car isn't placed in a showroom. It's set in a world that couldn't exist anywhere else.

The Process

The hardest part of AI imagery isn't making one striking frame. It's making a world that stays consistent: the same light, the same palette, the same talent, and a vehicle that looks right from every angle.

I built the work in a Runway-centered workflow, developing prompt systems that held the environment and the talent steady across scenes, then refining each frame by hand until the car and the people felt like they belonged in the same place.

The World

Selected stills from the QX Inspiration world.

Outcome

QX Inspiration was shared with creative and automotive account leadership across Omnicom and presented to heads of marketing at Nissan/INFINITI headquarters in Japan, where it was received as a model for how the brand could approach world-building going forward.

All concept, creative direction, and AI image and motion production copyright Bryan Kestell (2026).
All talent and environments in this project are AI-generated.