Project

Traditional luxury, especially in the automotive world, has always been a bit elitist—a way to show off to the neighbors. A thing to earn, acquire, and own; a look, but don’t touch attitude.

In 2018 Crispin partnered with Infiniti to create the Infiniti Playbook, a five-volume guide that identified the  Luxury Should Be Lived In, brand platform. Instead of more exclusivity, more metal, and even more car talk, we sought to free Infiniti from the standard tropes and redefine what luxury should be —full of life, color, and physicality.

After establishing the playbook, we set out to create assets that started to apply these principles. Over a month, we shot the full 2019 lineup of cars. We captured and retouched over 200 images and recorded hours of video.