Nissan ariya “DUALITY BY DESIGN”
Creative Concept / Campaign Art Direction / Experience Design
THE SITUATION
Nissan had waited years for the right moment to unveil the ARIYA, its first all-electric SUV. But by the time the launch window finally opened, the EV landscape had transformed. The market was noisier. The customer, more discerning. Nissan didn’t just need awareness. It needed emotional relevance. And a reason to believe that this vehicle was worth the wait.
The INsight
We’re living in an age of “both/and,” not “either/or.”
Consumers are rejecting binary choices—between work and play, minimalism and maximalism, analog and digital. This cultural shift values nuance and layered identity, which ARIYA embodies.
The IDEA
“Duality by Design”
The ARIYA is not a contradiction—it’s a harmony. A vehicle engineered to balance serenity with strength. Elegance with edge. Rather than simplify it into a single message, we gave people the power to feel both.
We turned Amazon into a stage for duality. A platform where customers could interact with the emotional spectrum of ARIYA for themselves.
The EXECUTION
We brought the idea to life with a $7.2MM full-funnel Amazon campaign, Nissan’s largest ever on the platform:
Interactive Amazon Landing Experience
A breakthrough, first-of-its-kind toggle allowed users to shift between Refined and Fierce, Elegant and Exhilarating. Copy, imagery, and tone transformed instantly—letting people feel the emotional split-screen.Hand-Illustrated Whole Foods Bags
Unexpected media. Everyday moments. We placed limited-edition, hand-drawn ARIYA artwork directly into people’s hands—on Whole Foods grocery bags that sparked curiosity and drove discovery.Full-Funnel Media Domination
From Fire TV takeovers to Twitch OLV to Amazon’s homepage, every touchpoint carried the campaign’s duality forward. Surround sound media delivered deep reach and cohesive storytelling.A Unified, Elevated Design System
We crafted a visual language that mirrored the ARIYA’s dual nature: bold yet elegant, minimal yet emotional. Every design decision echoed the car’s soul.
The Results
This campaign redefined how Amazon can be used not just to launch a vehicle—but to create a feeling around one. By tapping into the emotional dualities customers desire, Nissan and Amazon didn’t just introduce the ARIYA. They made it unforgettable.
Nissan’s largest Amazon campaign to date at $7.2MM
150M+ impressions and 466K total clicks
0.31% CTR, outperforming category norms
50-second average dwell time on the landing experience
Exceeded Kantar norms across all brand lift metrics, including Aided Brand Awareness and Ad Recall