NISSAN THE BRIEFCASE

STRATEGY
Demonstrate that the Nissan Rogue isn't boring.

OVERVIEW
The Nissan Rogue had an image problem. It was giving soccer mom vibes. Our job was to challenge that designation. So we made it the star of an action movie.

EXECUTION
We created a mystery built around a car giveaway and a briefcase that needed to be opened. To get there, we ran over a motorcyclist, blew things up, had cars collide, drove through fences, and flew helicopters under bridges in the LA River. We basically fulfilled every crazy idea we'd ever had.

PROCESS
I wanted this to feel visceral. The action had to not just feel real, we needed to demolish cars. We brought in Simon Crane to direct for his expertise in action sequences. Simon is renowned as one of the best second-unit directors in the world, and specifically an expert on car chases. We shut down blocks in Long Beach, blew things up in the middle of the night. Shot a series of action shots all over downtown LA, through tunnels and fences with multiple precision drivers, and helicopters. Incredibly dangerous stuff. Not one died in the process.

Role: Senior Art Director, TBWA Chiat Day LA
Director: Simon Crane, Independent Media