Infiniti LAB I Case Study | In Motion

Film & Video

2D & 3D Animation

Creative & Strategy


Content Lab


What we did

• Concepting
• Storyboarding
• Production
• Directing
• Post-production


  • Director: Rob Steele
  • DOP: James Watt
  • Executive Producer: Rob Steele
  • Creative: In Motion
  • Production & Post: In Motion

In Motion’s global reach allows us to capture content wherever and whenever it’s needed.

The task

Global automotive brand, INFINITI, incepted the INFINITI LAB in 2016. Its purpose is to identify, incubate and ultimately form partnerships with start-ups and immerging enterprises who’s focus is the future of transportation and automotive development. Over the past three years, accelerator programs ranging from two days to three months where held in numerous major cities around the world. To promote the program to the local entrepreneur and investor ecosystems, high quality video content for each key program stage was required. The footage was used to create content for use at the events, on INFINITI LAB social channels and corporate website. The challenge was how to economically produce engaging, fast to market content that was fresh for each program, with a consistent tone, manner and executional style.

The solution

In Motion’s Auckland based creative and project management team worked seamlessly with INFINITI’s Hong Kong HQ team to concept each video and plan production. Depending on the amount of content that needed to be captured, one or two of our in-house crew travelled to the each program, with post production undertaken either on location or at our Ponsonby offices, including editing, 2D graphics and audio production.

The result

We successfully created a new, recognisable sub-brand for INFINITI that was consistent across all touch points. Over the past three years, we produced around 175 individual videos for the LAB, all successfully delivered within tight production and social media dispatch deadlines.

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