WORKS

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The campaign swept Weibo and WeChat with cinematic force.

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22,385 booked test drives.

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84,338 sparked with interest.

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Ad Age China named the Q50L one of the Top 5 Most Desirable Luxury Automobiles of the year.

| The campaign swept Weibo and WeChat with cinematic force. | 22,385 booked test drives. | 84,338 sparked with interest. | Ad Age China named the Q50L one of the Top 5 Most Desirable Luxury Automobiles of the year.

 

Business_Driven Campaign

Game of Thrones: Reshuffled.

  • Role:
    Executive Creative Director

    Market:
    China

    Objective:
    Enter the crowded luxury car market and establish Infiniti Q50L as a leader amid a sudden influx of 15 foreign and 241 local competitors.

    Key Actions & Strategy:

    • Staged a bold launch campaign positioning Infiniti as a market leader, not just a car seller.

    • Created Tidal Waves CGI sequence to showcase NASA-developed space-flying steering: precise, calm, exact movement under simulated chaos.

    • Amplified campaign across Weibo and WeChat with cinematic storytelling and digital engagement.

    • Reinforced brand mastery and local production without compromise, highlighting precision as power.

    Results & P&L Impact:

    • 84,338 users sparked with interest.

    • 22,385 booked test drives.

    • Achieved brand credibility and preference among luxury car buyers in China.

    Awards & Recognition:

    • China’s Top 5 Most Desirable Luxury Automobiles, Ad Age China 2014

    Technical & Creative Innovation:
    Used CGI-driven cinematic storytelling to demonstrate NASA-developed precision steering in a high-stakes simulated environment.

    Legacy & Business Impact:
    Positioned Infiniti Q50L as a credible luxury contender; reshuffled the competitive throne and proved the brand could claim leadership in China.

    Signature POV:
    “Precision is power — mastery wins where chaos reigns.”

In 2014, the luxury car throne in China looked untouchable.
BMW. Audi. Mercedes. Lexus. Cadillac.
Five names. Five crowns. Zero vacancy.

Then came the floodgate.

The Chinese government opened domestic production to all foreign automakers.
Overnight, 15 imported giants and 241 local warriors stepped into the same ring.

A full-blown power shuffle.
Prestige was now up for grabs.

That’s when I pitched a bold idea: don’t sell a car—stage a coup.

Infiniti wasn’t just releasing the Q50L.
It was declaring its place in the new order.

Built in China, yes—but without compromise.
This wasn’t about matching the market.
It was about proving who could lead it.

While others clung to legacy or localised gimmicks,
we sharpened our message to one clean truth:

Precision is power.

The Q50L came equipped with NASA-developed space-flying steering.
An unmatched system that could cut through chaos like no other.

So we created chaos.
We called it Tidal Waves.

A CGI tsunami thundered toward the car.
It didn’t break like they feared.
It broke through like we knew.

No hesitation. No resistance.
Just movement—swift, calm, exact.

Because this wasn’t just motion—
It was mastery.

This is what NASA-developed precision looks like in local hands.
Zero delay. Zero friction. Zero difference.

Infiniti wasn’t just entering a price war.
It was claiming a seat at the table—with the same craftsmanship, the same technology, and the same unshakable commitment to excellence.

The campaign swept Weibo and WeChat with cinematic force.
84,338 sparked with interest.
22,385 booked test drives.

And then came the shift.

Ad Age China named the Q50L one of the Top 5 Most Desirable Luxury Automobiles of the year.

And for that to happen, one of the five crowns had to fall.

The throne was reshuffled.
Infiniti didn’t just arrive.
It replaced.

  • China's Top 5 Most Desirable Luxury Automobiles, AdAge China 2014