Overview
Project : The Nissan Ariya Presentation in Japan
In 2022, Nissan unveiled its new electric model, the Ariya, during a major online exhibition. Designed to adapt to the challenges of a global audience and remote engagement, the event aimed to captivate viewers with an immersive, innovative experience that embodied Nissan’s futuristic vision for electric vehicles.
This project involved conducting a detailed UX study to understand audience expectations, leading the creation of dynamic broadcast videos, visual design, and storytelling. It also included the design of virtual scenography and the integration of interactive AR/VR elements to deliver a seamless digital experience.
My Role
As Art Director at Dreamwall, I led the creative vision for the fully digital Nissan Ariya presentation. My responsibilities included conducting a detailed UX study to understand audience expectations, overseeing visual design, storytelling, and virtual scenography, and directing the production of interactive AR/VR experiences. I also supervised the creation of broadcast videos and collaborated on the event’s webpage design. My goal was to deliver a cohesive, immersive experience aligned with the client’s expectations.
Scope
Objectives
Nissan’s goal was to create a memorable presentation for the Ariya at a major exhibition in Japan. The objectives included:
- Create an immersive and memorable experience: Design a captivating event that immerses visitors in the futuristic world of the Ariya while reflecting Nissan’s brand values.
- Highlight technological innovation: Showcase the Ariya’s unique features, including its modern design, advanced technologies, and electric platform, without revealing too much before the official launch.
- Blend tradition and modernity: Incorporate Japanese aesthetic elements (pavilions, gardens) to illustrate the balance between cultural heritage and a forward-looking vision.
- Encourage audience engagement: Integrate interactive AR/VR experiences and dynamic content to spark interest and visitor involvement.
- Position Nissan as a leader: Strengthen Nissan’s image as a pioneer in electrification and automotive innovation.
“Blending futuristic innovation with traditional Japanese aesthetics.”
Thomas R. - Event & Sponsorship Manager at Nissan Europe
Creative Process
Exploration and Research
- Moodboards and visual research: Creation of moodboards to define an aesthetic that combines technological modernity with Japanese influence, aligning perfectly with Nissan’s identity.
- Personas and empathy maps: Development of profiles (Nissan fans, technology enthusiasts, and curious spectators) to better target motivations and anticipate their engagement.
- Competitor analysis: Study of best practices in digital campaigns within the automotive industry to identify opportunities for differentiation.
Ideation and Visual Storytelling
Storyboard Creation
Designed a detailed storyboard for the Nissan Ariya presentation, showcasing its journey from the pavilion exterior to a high-tech studio. Key moments included the car’s transition from immersive screen visuals to a physical reveal with AR enhancements.AR/VR and Video Concepts
Developed AR/VR sequences using Unreal Engine to highlight the car’s features and crafted concepts for 3D-rendered or filmed video content, ensuring a seamless and engaging narrative.
Design and Concept Development
- 3D Models and Mockups: Creation of 3D prototypes representing virtual environments, animations, and visual transitions for the videos. Simulation of 3D environments to anticipate the final visual impact before production.
- Animated Storyboards: Development of detailed storyboards to guide the production of broadcast videos and ensure smooth visual storytelling.
- Client Presentations and Iterations: Regular proposals to the client, followed by adjustments based on their feedback.
Production of Digital Content
- Video Sequences Production: Artistic direction of video sequences combining 3D animations, interactive content, and contributions from Nissan’s teams.
- AR/VR Content Production: Development of immersive and engaging AR/VR experiences to enhance the audience’s interaction.
Web Content Production
Creation of a streamlined landing page to highlight key event elements and calls-to-action while keeping vehicle details discreet before the official launch.
AR Content
DESIGNED REAL-TIME AUGMENTED REALITY EXPERIENCES WITH LIVE PRESENTERS IN A REAL SETTING, SEAMLESSLY INTEGRATING VIRTUAL ELEMENTS LIKE GIANT SCREENS AND A 3D REAL-TIME RENDERED CAR.
Web Content
DEVELOPED A PROMOTIONAL LANDING PAGE FOR THE EVENT, INCLUDING A COUNTDOWN TIMER TO BUILD ANTICIPATION AND DRIVE COMMERCIAL ENGAGEMENT.