NISSAN: VEHICLE WORK

A car may be universal. The reasons people choose it are not. This body of work reflects a deep understanding of audience nuance, creating stories that connect emotionally while still delivering on product.

My role was to build the right system around the work. Bringing together teams with both automotive and cultural expertise, aligning partners across agencies, and creating an environment where nuance could be explored without losing clarity. Every idea had to balance story and product, emotion and feature, individuality and brand consistency.