Nissan Ariya launch
An online immersive experience tailored to Nissan Ariya concept car launch.
Client: Nissan
Agency: Publicis Sapient, London
Role: Art Director, Design Lead
Services: Interactive web
Credits: 3D design by Lawrence Pearson
Year: 2019
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To promote the new electric concept car Ariya, along with the brand refresh “Nissan Next”, Nissan looked to create a digital launch hub and destination for fans to experience the new car.
The online hub consisted of a virtual test drive experience, a vehicle landing page and an events page for the world premier. -
Contrary to a gamified test drive, our team spent plenty of time understanding the car and its features in order to best communicate these in an interactive web experience. By setting an experience concept and defining design pillars, we crafted a site that mirrored the design thinking of the car itself - timeless, futuristic and human.
A combination of UX sketches, 3D exploration and storyboarding in partnership with a game design developer eventually became a responsive engaging web destination. -
The successful launch lived up to the distinctive brand experience that Nissan were hoping for. The site received over a million views in 3 days - comparable to 25% of all online visits globally. Parts of it can still be accessed below.
