a four-hour lofi music video showcasing the Nissan ARIYA

After years of being a value and incentive-led brand, Nissan was ready to define its competitive advantage and make a name for itself as an innovative and culturally relevant brand. The launch of its groundbreaking all-electric SUV, the ‘ARIYA’, provided the perfect opportunity to test-drive this new approach.

Collaborating with Google Creative Works, we uncovered two key insights: long-form advertising resonates deeply with audiences, and people interested in lo-fi music are more likely to be interested in electric vehicles. This sparked the idea of a four-hour lo-fi experience, mirroring the average EV charge time.

Inspired by the massive success of LoFi beats channels, we set out to blur the lines between advertising and entertainment to create a an experience that would be purpose-designed to meet the ARIYA’s audience where they already spent time: YouTube.

From there, we devised, designed, and delivered a four-hour music video that seamlessly combined a curated playlist of lo-fi beats with a visually immersive journey showcasing the ARIYA’s sleek interior, advanced technology, and calming, zen-like driving experience.

Drawing from Nissan’s Japanese heritage and inspired by its famous ‘anime’ animation style, we developed a look and feel that honored that illustrative aesthetic, carefully crafting our hero’s journey through dreamlike landscapes, futuristic cities and setting suns.

We also embraced the opportunity to be playful, weaving in ‘Easter egg’ moments throughout—hidden nods to Japanese culture, Nissan’s history, and EV technology. From the iconic Harajuku skyline to subtle design cues, the goal was to create an experience that kept evolving over the four-hour runtime.

By understanding its target audience and aligning with audience interests, we created an experience that didn’t interrupt their lives, it enhanced them. With over 18 million views on YouTube, this ‘ad’ became something viewers actively sought out and used, rather than skipped – a testament to the power of defying traditional advertising conventions and creating content that’s truly valuable.

This groundbreaking approach earned multiple awards, including the coveted YouTube Grand Prix, a Creative Visionary award, a Webby for Longform Video Ad, and recognition from Fast Company as one of the Top 5 Ads of 2023 globally. Truly, this project was a showcase for how brands can connect with consumers on a truly authentic level.