2025
The Project
The project brought together a bold vehicle launch and a next-day Ride & Drive to introduce the All-New Nissan Kicks to media and influencers. It was designed to go beyond a static reveal, allowing guests to experience the car’s personality, performance, and technology through curated environments and real-world interaction.
2025
The Purpose
The purpose was to position the Nissan Kicks as expressive, youthful, and technologically advanced. By pairing a high-impact launch with an experiential Ride & Drive, the project aimed to shift perception from product features to emotional connection, memorability, and shareability.
2025
The Approach
The approach blended urban-inspired design, narrative-driven activations, and seamless logistics. Every touchpoint—from arrival to driving challenges—was crafted to mirror the Kicks’ personality, ensuring consistency across visual language, content, interaction, and guest journey over both days.
Nissan Kicks Launch
A high-octane two-day brand experience that launched the All-New Nissan Kicks through spectacle, storytelling, and an immersive Ride & Drive that turned features into lived moments.
My Role : Creative Lead
Agency : The Hanging House
The Challenge
Nissan’s ask was to deliver a launch that felt bold, energetic, and distinctly different from traditional automotive unveilings, while still clearly communicating the Kicks’ features and value proposition.
The experience needed to appeal to media with high expectations, generate strong content opportunities, and sustain excitement beyond the reveal moment. Additionally, the Ride & Drive had to be logistically smooth, highly engaging, and educational, allowing guests to genuinely experience the vehicle’s technology, performance, and customization in a controlled yet exciting environment, all within a tight timeline across two consecutive days.
The Strategy
The strategy focused on turning the Kicks into the hero of an unfolding story rather than a static product. The launch created immediate impact through bold staging and visual energy, while the Ride & Drive extended the narrative into real-world experiences. Features such as sound, color, connectivity, and safety were translated into interactive moments across pitstops, radio engagement, and digital challenges.
By layering physical activations with digital touchpoints like the Ride & Drive app and live radio, the experience stayed immersive, memorable, and media-friendly throughout the journey.
The Direction
The direction leaned into an urban, expressive aesthetic inspired by street culture, movement, and individuality, key attributes of the Nissan Kicks. Container-based structures, bold graphics, vibrant colors, and modular layouts created a dynamic environment that felt energetic yet functional.
Each zone was designed to support storytelling, from product walkarounds to briefing stages and pitstop activations. The Ride & Drive route and experiences were choreographed to progressively reveal features, ensuring the design, content, and interaction worked together to reinforce the Kicks’ identity at every stage.
A bold, illuminated gateway set the tone from the first step, pulling guests into Nissan Kicks’ high-energy world of colour, attitude, and urban confidence before the experience even began.
A high-contrast reception moment where neon Nissan branding, sharp lighting, and controlled energy set the pace, signaling arrival, anticipation, and the start of an immersive Kicks experience.
Guests receive synchronized light bands at check-in, transforming the crowd into a living canvas, each pulse timed to the launch, amplifying anticipation and collective energy before the reveal.
A bold 6.5-metre illustrated façade defines the prefunction zone, acting as a visual threshold that builds anticipation while separating the social arrival moment from the high-energy main event beyond.
An interactive “Elevate Your Kicks” customization hub where guests personalized sneakers with accessories, transforming the product into self-expression and reinforcing the Kicks’ bold, creative attitude.
A close-up of hands-on sneaker personalization, where guests curated charms and details, turning each pair into a unique expression of individuality and the bold, creative spirit of Nissan Kicks.
The DJ was elevated on a scissor lift, turning music into a visual spectacle and energising the crowd with a bold, unexpected focal point that amplified the festival-like atmosphere.
A closer look at the elevated DJ booth, where sound met spectacle, turning the scissor lift into an iconic stage and keeping the energy high throughout the night.
A striking photo moment designed for guests and influencers, framing bold personalities against Nissan branding to create instantly shareable, high-impact content moments.
Post-event, the space seamlessly transforms into a sleek vehicle display zone, allowing guests to explore the Nissan Kicks up close through lighting, form, and immersive brand-led detailing.
Guests transition from the pre-function into the main event through a bold, 6.5-metre graphic façade—designed as a dramatic threshold that heightens anticipation and marks the start of the immersive Nissan Kicks experience.
Guests move through a striking, red-lit tunnel that builds anticipation—transforming arrival into a moment of suspense and energy before revealing the high-impact Nissan Kicks main event space.
Guests emerge into the main event arena, an electrifying container-built stage brought alive with performers, light, and movement, delivering a high-energy reveal moment that sets the tone for the Nissan Kicks experience.
The night culminates in a powerful reveal moment—pyrotechnics, performers, and a bold container-built stage come together as Nissan Kicks takes center stage in a high-impact, unforgettable launch spectacle.
A bold grandstand setup frames the opposite side of the stage, giving guests a clear, elevated view of the action while reinforcing the scale, energy, and spectacle of the Nissan Kicks launch experience.
A sweeping side view reveals the scale of the event environment, balancing the container-built stage, car display zones, and grandstand seating to create an immersive, high-energy Nissan Kicks experience.
RFID wristbands came alive at the reveal moment, syncing lights across the crowd and transforming every guest into part of a unified, immersive spectacle celebrating the Nissan Kicks launch.
The Nissan Kicks made a dramatic debut, framed by pyrotechnics and bold lighting, transforming the reveal into a high-energy moment that embodied movement, confidence, and modern urban attitude.
Two Nissan Kicks emerge through contrasting light portals, framed by industrial architecture, creating a powerful, cinematic reveal that celebrates duality, energy, and bold urban performance.
Parkour performers transformed the reveal into live choreography, using movement, agility, and elevation to dramatize the Nissan Kicks launch with raw energy and urban attitude.
A Hot Wheels–inspired illuminated track wrapped the grandstand, framing the reveal with motion, speed, and spectacle while reinforcing the Kicks’ playful, high-energy positioning.
Two Nissan Kicks descended the illuminated track mid-show, joining the stage reveal to create a choreographed moment of movement, scale, and impact—turning the launch into a live automotive spectacle.
A sweeping drone view revealed the full scale of the experience—an immersive Nissan universe where stage, track, audience, and architecture merged into one bold, high-energy launch moment.