Best Automobile Website

Our goal was to create a digital experience that truly conveys the luxury of INFINITI vehicles and the legendary Japanese-inspired hospitality of the brand.


But how can you convey luxury through a website? How can you turn the deeply sensory experience of being in one of INFINITI’s vehicles into something meaningful in the digital world? That was the challenge we faced.
 

Based on a survey of 1200 luxury consumers, the idea we came up with was disarmingly simple. Luxury is about attention to every detail, and we wanted to make every single interaction; every motion; every image; and every piece of content across the experience feel truly luxurious.


We started by developing a new design system. We built a library of adaptable components that would highlight the level of quality in INFINITI cars.

We then shot exceptionally high quality video that communicated the sensory aspect of the product. The result is more immersive, more advanced and more emotionally engaging. Vehicle exploration is easier; campaign pages are more seductive and allow for richer storytelling; video, audio and other sensorial features add extra layers.


But the truly groundbreaking part of the site is Aimi. Aimi is the first digital person created for an automotive luxury brand. She’s an AI-powered digital brand ambassador we created to answer INFINITI-related questions. Designed to help with specific customer pain-points around vehicle comparison and impenetrable tech jargon. Aimi is here to help, 24 hours a day, 7 days a week.


By offering these exquisite touches, sensory moments and cutting edge interaction, we’ve created a digital experience that’s as close to the real product as you can get.

Contributors:

Executive Creative Director:	Neil Cooper
Creative Director:	Michael Robinson
Copywriter:	Andrew Singleton
Designers:	Mia Carulla Ferrer, Aaliyah Palton, Sara Robles, Yuhao Chen
Account team:	Clare Hart and Tom Henebury
Marketing Science:	Andrej Chudy
Strategy:	Kieran Atha, Ellen Gao
Consumer Research:	Dr. Emily Peschel, Dr. Mark Szabo
Regional Engagement Manager / Content Author / QA:	Joe Curtis
UX Lead:	Jonathan Lees

CRITICAL MASS

Website: www.criticalmass.com

Location: Canada

About the Agency:

Critical Mass is a team of 1500 inspired folks based in 12 offices around the world. We provide full-service digital capabilities for the greatest brands on Earth, but our secret sauce is our uncompromising design standards, our relentless focus on customers, and an ability to put powerful new technologies to work for our clients. We’re sought by brands who strive for connected digital ecosystems, and we help them get there by gaining deep insight into their consumer and orchestrating data, AI, design, media, and tech stacks around human stories. We’re a global agency founded in Canada, but digital is our home. If you know us, then you know we’re a special, quirky place that attracts big talent and tiny egos. (We actually give out a “so F-n nice” award—lots of them). But just because we’re friendly doesn’t mean we’re not a force to be reckoned with. We’re driven. Relentless. We live our values and hold ourselves to uncompromising design standards (which is probably why our clients stick with us for 7 years, on average). We’re also proud to be part of Omnicom, one of the largest holding companies for global advertising, marketing, digital, and communications services firms (serving more than 5,000 clients in over 100 countries). We’re Critical Mass, but our friends call us CM. Please call us CM!