TBWA/ELSE and Polynoid team up for sexy solution to Nissan Infiniti brand issues

You can’t buy Nissan’s EMERG-E yet (these names!) but the new electric concept car is intended to give a boost to the car giant’s upscale Infiniti brand which has so far failed to wow customers. The car, which does 0-60 in a mere four seconds, was unveiled at the Geneva Motor Show.

Electric cars in general have failed to wow consumers thus far too – Chevrolet’s rather more modest Volt in the US has been bedevilled by problems – but Nissan is giving the EMERG-E its best shot with this spectacular film, ‘Blue Essence,’ from France’s TBWA/ELSE. The notion is that a new form of lightning is created that is seductive, mysterious and powerful.

Infiniti Blue Essence Director’s Cut from Polynoid on Vimeo.

The creative team was Miles Jeffreys, Adam Mandelstram and Fabian Braun. It was directed by Berlin-based collective Polynoid for Passion Paris Productions.

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