Automobile as inspiration.

At the world’s most prestigious car show, Pebble Beach’s Concours d’Elegance, The Apt unveiled Infiniti’s latest offering with an interesting caveat at play - the car prototype would not be ready in time for the show. In response, The Apt built a three day-event around a 5000 square foot tent, in which the magic of video projection allowed the car to make an appearance. In collaboration with Philadelphia’s Klip Collective, and using a full size white cast in the shape of Infiniti’s car, The Apt created this dramatic moment, fooling some guests into believing that the actual vehicle was present. In addition, numerous hours of video content was created to project onto the interior walls of the tent, making the experience for visitors continually fresh and entertaining over the course of the show.