INFINITI artfully brings inimitable pigment to life in an immersive digital experience
When moonlight is refracted through moisture at 42°, it triggers a rare natural optical phenomenon called a moonbow. Moonbows are so rare that most of humankind will never experience them in their entire lifetime. Their rarity inspired INFINITI, the luxury arm of Nissan Motor Co, to create a truly inimitable pigment to launch its stunning three-row SUV QX60: Moonbow Blue – a hue that combines shades of blue, grey, lilac and light magenta all at once, just like a moonbow, making it a once-in-a-blue-moon kind of blue.
But how to get people to experience this beautifully complex colour?
INFINITI teamed up with Ouchhh Studio in Istanbul, a pioneer of kinetic sculptures and immersive, generative art. Together with agency Publicis Q in Tokyo, they embarked on ‘Project Moonshot’ – an immersive design experience that brings the brand’s stunning new color to life. Moonbow Blue changes with the light, so Ouchhh Studio used astral data from the moon, sun and stars – sourced from international space research organisations – to create generative artworks that are never the same, just like the cosmos, and just like a moonbow.
“We used millions of years of data manifested into one real-time art expedition. Data from the moon informed the color. Data from the sun casts the light and shadow. For form and motion, we used data that captures how starlight takes billions of years to travel to earth,” says Ferdi Alici of Ouchhh Studio.
The result is 16 ever-evolving creations that capture the ethereal nature of Moonbow Blue and celebrate INFINITI’s design philosophy, which takes inspiration from Japanese nature, where moonbows have long been part of Japan’s art and design heritage.
“To get people to experience Moonbow Blue, we shot for the moon. Quite literally, using millions of years of data. Launched on the night of the full moon, this one-of-a-kind experiment is a true testament to INFINITI’s drive to continually push boundaries and create unique luxury experiences,” said Darren Hester, Deputy General Manager for INFINITI Global Marketing.
Anyone can now experience this beautifully complex colour and natural moonbow spectacle. Ouchhh Studio’s generative artworks are now on display within the INFINITI lounge at the brand’s global headquarters in Yokohama, Japan and across the brand’s social channels, and will soon appear in dealerships and in branded expositions in key markets.
Agency: Publicis Q Tokyo
Chief Creative Officer: Erick Rosa
Global Creative Director: Nishant Shah
Senior Art Director: Pascal Viout
Senior Copywriter: Edmund Henry
Senior Art Director: Christie Way
Art Director: Sia Nan
Art Director: Lou Cabeza
Head of Content: Rish Gopal
Social Strategist: Elise Meng
Account Director: Sara Mathivanan
Business Director: Jean-Guy Saulou
Account Executive: Eliza Sautter
Producer: Chanakan Metacharunon
Producer: Mizuho Yonemoto
Digital Artist: Ferdi Alici