INFINITI ‘Luxury Should Be Lived In’
Creative Director, Director.

Prod Co: Critical Mass

Producer: Megan Wattie

Art Director: Lin Oosterhoff

Director of Photography: Jake Dyson

Editor: Mike Bertin

Colour: James Graham

For Infiniti Canada’s spring campaign, we were tasked with bringing the concept of “Luxury Should Be Lived In” to life in the middle of a Canadian winter. Working within a limited production budget, we focused on storytelling over studio design, emphasizing that moments of connection and shared experiences endure regardless of the conditions around us.

Inspired by a love of travel and exploring unexpected roads, we chose Vancouver Island as our location for its dramatic, moody landscapes and snow-free terrain. The shoot captured the elegance and comfort of the QX50 while highlighting authentic human connection, adventure, and the joy of discovery. Production involved careful location scouting, creative problem-solving, and coordination to make the environment feel both luxurious and lived-in, resulting in a campaign that marries aspirational design with real-world emotion.