Joel Cogger

Unexpected pairings + bold moves

Infiniti Motors


Integrated Campaign




Creative Direction

Graphic Design

Infiniti’s mission is to empower humans through innovative technology, challenge expectations and break conventions. So for the launch of the new Infiniti Q30, partnering with the rustic, regional Mornington Peninsula Picnic seemed like an unusual pairing.

Luckily, Adam D’Sylva—Infiniti ambassador and head chef of Coda and Tonka—knows a thing or two about bold combinations.

We deftly wove the brand’s position into the sponsorship, using Adam’s ambassadorship to connect with a target audience of progressive, adventurous individualists on their home ground — a gourmet food and wine festival.

To create the campaign, we drew on Infiniti’s own brand manifesto—being bold, pushing boundaries, and creating surprising connections—and designed the ‘Infiniti Table’ experience.

Our campaign built up pre-event anticipation for Adam’s Infiniti Masterclass, as guests interacted with our ‘Q Card’ questions online and booked exclusive seats at the Table. 

At the Peninsula Picnic, hundreds of festival-goers were inspired by the Masterclass, as our VIPs and winners were treated to a three-course meal of unusual pairings at our bespoke Infiniti Tables—curry pasta, anyone?

We designed the menus, table settings and clever graphical inlays to connect our guests—discovering surprising things about each other in the process.

When guests sat down at the Infiniti Table, they were strangers. When they got up, they were connected by a beautifully curated shared experience—walking away empowered to break conventions and take bold risks.

Plus, we captured 130% of our lead target—win/win/win.