There are moments when presence alone can silence a room. The arrival of the INFINITI QX60 and QX80 Sport trims is one of them. To mark their debut, INFINITI has launched a campaign that brings this vision to life through film: a story of movement, design, and emotion. It captures the idea that true confidence doesn’t need to be flashy to be seen; it simply holds the room.
The campaign features a diverse cast that highlights different aspects of modern luxury. Mohammed Al Turki, INFINITI Middle East’s Chief Luxury Ambassador and a well-known Saudi film producer; Ali and Walaa, a renowned content creator couple, whose authenticity and chemistry have made them regional icons; and Tuesday Le Roux, a presenter and host recognized for her sophisticated style. Together, they personify INFINITI’s belief that true luxury is defined by presence: a graceful, purposeful way of moving through the world.
For INFINITI, the QX60 and QX80 Sport carry the same energy. They embody the art of leading with control, showing strength without noise, and moving with confidence that feels effortless. The campaign captures this spirit through stillness and motion, revealing how grace, precision, and intention speak louder than frills and gimmicks ever could.
The creative direction is inspired by the Japanese philosophy of Shibui, which finds beauty in simplicity and balance. In this spirit, the campaign uses a minimalist white setting inspired by the symbolism of clarity, elegance, and new beginnings. Much like a ceremonial Japanese kimono left plain to honor purity over excess, the calm, white environment allows movement, light, and emotion to take center stage, allowing the story to unfold naturally.
Each of the featured personalities brings this idea to life in their own way. INFINITI’s Chief Luxury Ambassador, Mohammed Al Turki represents the spirit of the brand, bringing a balance of sophistication and storytelling to the campaign. Ali and Walaa bring warmth and relatability to the QX80 Sport, showcasing its family-friendly character and its blend of power and style. Tuesday Le Roux offers a different perspective, mirroring the edgy spirit of the QX60 Sport with her fresh, dynamic energy. Each sequence connects human emotion to automotive design, showing how the cars complement the people who drive them.
Every INFINITI story is shaped by the person behind the wheel, the vehicles simply amplify it. . The sculpted exteriors of the QX60 Sport and QX80 Sport speak of strength and precision, while their interiors are shaped by Omotenashi, the Japanese art of hospitality that anticipates needs. Every detail is considered, creating a space that feels personal, connected, and effortlessly comfortable.
The campaign highlights that confidence is felt through presence, intention, and emotional connection. Through meticulous design and dynamic movement, INFINITI redefines the essence of confidence. Luxury isn’t merely an attribute; it is an attitude, and in every intricate detail of the QX60 and QX80 Sport, that attitude manifests.
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