Dubai: Infiniti Middle East has brought to life a ground-breaking, world’s first performance of light painting with cars – Inspired Light by Infiniti.
Conceptualised to go beyond the traditional and challenge the status quo, in line with the brand’s philosophy, the team sought to create something unforgettable with the brand’s iconic SUV, the QX70S Elite Sport.
Infiniti decided on light painting, a genre of art that requires only darkness and light to create any number of shapes, illustrations, patterns, moods and themes but for the first time brought to life using cars. Led by the world’s leading light painter, Patrick Rochon and a production team assembled from around the world, Inspired Light by Infiniti was a project six months in the making.
Commenting on the creative execution, Francesca Ciaudano, Deputy General Manager, Marketing and Public Relations, Infiniti Middle East, said: “Inspired light allowed us to create something truly exceptional both from an automotive perspective as well as art. We used three of our iconic QX70 vehicles and transformed them into moving light painting brushes to create giant colourful images. In our view, the technique was the perfect tool for illustrating Infiniti’s passion for performance, design, pushing boundaries and of course, originality.”
The spectacular execution featured authentic prints generated from the light painting as well as a film that captured the magic enabling the world to experience the visual art and the emotion of the experience. The video is available at: http://www.youtube.com/watch?v=Dfiy35IJ2uQ
‘Inspired Light by Infiniti’ chose the Dubai Motor Festival to bring the exciting project to life. Apart from the thousands of automotive enthusiasts at the festival, Infiniti also engaged with the public to feature in their own light portrait and then share it across social media: www.facebook.com/InfinitiMiddleEast.
The architect of Inspired Light by Infiniti and the world’s leading light painter, Patrick Rochon, said: “My career has been built on consistently pushing the boundaries and challenging the normal. The partnership with Infiniti was perfect because of the synergies shared to deliver new, fresh and exciting experiences. ‘Inspired Light by Infiniti’, using cars for the first time, takes light painting to the next level both as an art form and as an experience that is truly inspiring.”
the peninsula
