・The all new FUGA has no NISSAN logos anywhere, either on the exterior or in the interior. There is only an Infiniti logo. The car maintains its name as FUGA, a Nissan flagship model. However, the vehicle is introduced under the Infiniti brand in Japan.
・We aimed to show perspectives of a premium, high-class sedan, which is appropriate for a No. 1 made-in-Japan vehicle and being distinctive compared to the glamorous concept of the Infinity brand or European style offered by BMW, Audi and Mercedes.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
・The brochure is elaborate and has a quality feeling, intended to remind customers of the excellent technology embedded in the product. It aims to trigger emotional responses from those who see the brochure by appealing to a sense of quiet passion, as well.
・New perspectives of hybrid technology from the Nissan and Infinity brands are depicted in the brochure.
OPERATION / FLOW / INTERACTION:
In Japan, automobile brochures are considered as an incentive item for targeted customers. Therefore, a brochure must convey both emotional and functional qualities to the potential buyer.
In general, there are two ways of obtaining a brochure: either by picking it up at a dealership, or by ordering it on the Internet.
In Japan, even after purchasing a car the delivery period can stretch to three months. The brochure allows the new owner to obsess over his or her purchase and fantasize about driving it, while waiting for the car to be delivered.
PROJECT DURATION AND LOCATION:
The NISSAN FUGA was launched in February 2015. The brochure was released at the same time and will be used until the model gets updated.
FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design
PRODUCTION / REALIZATION TECHNOLOGY:
・Playing with light and shadow, we rendered the sharp silhouette of the car, while merging it with the background scene. This visual approach allowed us to create a new vision for the world of luxury cars.
・The car body was created entirely by 3D Computer Graphics. The background and light reflections made the car body dazzling, providing a sense of high quality to the product.
SPECIFICATIONS / TECHNICAL PROPERTIES:
This brochure is bound like a hard-cover book, to amplify the luxury taste of the car concerned. We tried to convey the premium feel by using the adequate paper materials.
Dimensions: Width 180mm x Height 80mm, 68pages, non-line stitch bookbinding.
We experimented and spent a lot of time in research to ultimately be able to create a “dark yet lightened up” visual world, corresponding to a new vision of the luxury car environment. We had to render the car body with a brilliance as well as a high-quality feel by using 3D computer graphics. It required great effort to properly render the background and light reflections on the car body.
TEAM MEMBERS (3) :
Creative director: Yoshihiro Mimura, Art director: Junichi Yokoyama and CGI: EGC CG creative
Yoshihiro Mimura & Junichi Yokoyama, 2015.