The drive to become limitless

VOD - CINEMA - Social - Press - OOH - DM - RADIO - Digital


The INFINITI Q30, QX30 and Q50 feature Intelligent All-Wheel Drive - a system that allows the driver to react and adapt to changing situations. To bring this to life, we followed a trio of ultra-triathlon athletes in training.

Swimming, cycling and running across brutally tough terrain, and with no support, ultra triathletes are dedicated, self-sufficient, strong, fit, and ready for anything. We created an integrated campaign (UK, France, Italy, Germany) drawing parallels between our athletes and their INFINITI models. We headed to the French Alps for our shoot. It was cold.

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Three Ultra triathletes. Three locations. Three INFINITI models ready for anything with Intelligent All-Wheel Drive.

Agency: TMW Unlimited

My role: Lead team (copywriter), Concept, Copy, storyboards, AD - on shoot

Credits: Creative (AD) - Chris Micklefield | Creative direction - Phil Rhodes & Mark Urey | Production - PWL Paris