Nissan Ariya
Driving Duality: Power and Elegance for the Modern Trailblazer
YEAR
2023
ROAL
Creative Direction
Production Design
TEAM
CLIENT NISSAN
AGENCY TBWA\Chiat\Day, Admerasia
CREATIVE DIRECTOR Shao-Jo Lin
COPYWRITER Xiaohwa Sydney Ng
DIRECTOR Hanna Maria Heidrich
EXECUTIVE PRODUCER Jen Beitler
HEAD OF PRODUCTION John Moran
Overview
The 2023 NISSAN ARIYA campaign represented a multi-agency collaboration to introduce Nissan's latest all-electric vehicle across diverse American markets. The challenge was positioning this all-electric vehicle beyond conventional EV categorization—as a revolutionary vehicle existing in the harmonious space between premium luxury and exhilarating performance, craftsmanship and innovation.
Creative Objective
The mission sought to establish the ARIYA as the embodiment of transformation in the electric vehicle market through the concept of duality.
For the AAPI market specifically, a more nuanced approach was required: crafting a narrative that would resonate with cultural values while also effectively showcasing three key features of the vehicle: the powerful e-4ORCE All-Wheel Drive System, advanced ProPILOT Assist 2.0, and the luxurious interior with next-generation technology.
KEY FEATURE 1
e-4ORCE All-Wheel Drive System
KEY FEATURE 2
ProPILOT Assist 2.0
KEY FEATURE 3
Luxurious Interior
Creative Strategy
For the AAPI audience, the strategy was built on cultural understanding and respect. The concept of duality has deep roots in many Asian philosophical traditions, where seemingly opposing forces are understood not as contradictions but as complementary aspects of a greater whole.
The ARIYA was portrayed as a vehicle that harmonizes power with serenity, mirroring the dualities often experienced in the AAPI community—balancing tradition with modernity, heritage with innovation, collective values with individual expression. The approach leveraged culturally relevant storytelling, featuring an Asian American protagonist navigating environments that reflected these dualities.
The narrative concept centered on transformation and fluidity—a powerful Asian American woman seamlessly transitioning between professional success and personal passion, urban sophistication and outdoor adventure. This multidimensional portrayal celebrated the complexity of modern AAPI identities while positioning the ARIYA as an enabler of this fluid, multifaceted life.
Creative Solution
The TVC concept featured an Asian American woman's journey from corporate powerhouse to outdoor adventurer. The opening scene presents her in business attire, confidently driving the ARIYA through an urban landscape—challenging stereotypes and celebrating professional achievement. As she drives, the environment transitions from structured cityscape to untamed wilderness, the ARIYA adapting effortlessly to both domains.
The journey culminates with her arrival at a rock-climbing location where she transforms from executive to athlete. This narrative arc embodied multiple layers of meaningful duality:
Professional accomplishment and personal passion
Urban sophistication with connection to nature
Technological advancement with physical challenge
Perceived gentleness with demonstrable strength
The visual storytelling employed deliberate contrasts—structured urban environments against organic landscapes, the sleek design of the ARIYA against rugged terrain, formal business attire transitioning to athletic gear. These visual contrasts reinforced the thematic emphasis on duality while showcasing the vehicle's versatility.
Results
The campaign successfully positioned the ARIYA as more than just a vehicle—it became a symbol of empowerment and self-expression for the AAPI audience. By portraying a strong, multidimensional Asian American woman who seamlessly navigates between different aspects of her identity, the narrative celebrated the complexity and dynamism of AAPI experiences.
The project demonstrated that effective cultural marketing isn't about superficial representation—it's about meaningful storytelling that genuinely reflects the lived experiences, values, and aspirations of the communities being engaged. This authentic approach to diversity elevated the brand message while creating deeper connections with specific cultural communities.