Purpose of the Project

To debut the all-new QX50, Infiniti partnered with 72andSunny and director GMUNK to create a launch film that would redefine how the brand presented technology. Premiering as an immersive 360° installation at the LA Auto Show, “Study of Power” explored the evolving relationship between humans and machines. Rather than a conventional car ad, the film positioned the QX50 as an extension of human capability—a vehicle that embodies innovation as a natural evolutionary step.

Why Lasers

At the heart of the visuals was light—especially lasers—as the connective tissue between man and technology. GMUNK and PRECISION projected lasers through reflective and transparent objects, capturing the results with macro cameras. These experiments produced energetic webs, synapse-like flares, and intricate pulses of light. Many of the effects aren’t immediately recognizable as lasers; they appear instead as abstract visualizations of data, thought, and energy in motion.

Lasers were chosen because they offered a tactile, photographic authenticity. In-camera experiments gave Infiniti a visual metaphor for speed, connectivity, and intelligence—the same qualities it wanted consumers to associate with the QX50.

Process and Execution

The production ran two units simultaneously: one shooting the car and narrative sequences, the other dedicated to what GMUNK called the “science lab.” In this lab, PRECISION handled the laser design and programming, firing beams through prisms, meshes, and crystal surfaces to generate a living catalogue of light effects. Macro cinematography and shallow depth of field transformed these into flowing imagery that suggested neural networks, data circuits, or even the firing of brain synapses.

These laser-driven effects were then layered into the main film, intercut with glossy car shots and human close-ups. Light became the unifying element—glinting in an eyeball one moment, cascading across the QX50 the next—seamlessly binding human and machine into a single narrative.

Reception

The official film was praised within both the automotive and design communities for its distinct visual style. Adweek highlighted the bold departure from typical car advertising, while Infiniti described the launch as a campaign that injected “new life into an old brand.” The project earned Addy Awards for branded content and online commercial work, proof of its impact in the industry.

Infiniti: Temporal

Alongside the official cut, GMUNK released an artistic montage titled “Temporal.” Stripped of car shots and campaign copy, it focused solely on the experimental laser footage, paired with an original electronic score. Temporal served no marketing purpose; it was created to preserve and showcase the artistry of the laser experiments in their purest form. Design outlets featured it, and the creative community embraced it as a hypnotic, stand-alone art film.

Outcome

For Infiniti, Study of Power reframed the brand as forward-thinking and human-centric, delivering a memorable launch moment for the QX50. For PRECISION, the project demonstrated how lasers could be more than stage spectacle—they became the creative solution on set, visualizing invisible ideas like thought, speed, and connection in ways that felt both futuristic and real.SEE IT LIVE

Book a studio visit to explore ideas in person, or request a quote today. We look forward to delivering signature laser moments for your next project.

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