Life Beyond the Algorithm

The all-new QX55 Launch campaign for US markets.

Technology is the ultimate gift and curse. It can be a window into worlds we would have never known existed. But just as easily, and more so all the time, it becomes a walled-in corridor. Herding us willingly and passively toward repackaged redundancy. Reaffirming and calcifying who we were yesterday as who we’ll be tomorrow. By showing us more of the same, all of the time. And the main culprit is, of course, the algorithm. The semi-sentient perpetrator of the status quo. We tell it who we are, and it shows us what we want. But we can’t know who we could be, if only we remembered that we’re allowed to find ourselves in anything, and anyone, and anywhere that we want. Especially in the blind spots we don’t even know we don’t even know. 

Client - INFINITI

Director — Jenn Nkiru | Iconoclast

Editor — Vid Price | Trim

Photographer — Filip Milenkovic