Nissan’s AR World of Electric Vehicles

Overview

Brand
Nissan

Technology
Augmented Reality

Platform
Mobile

Industry
Automotive

Release Date
December 2022

We worked with Nissan, Ventureland, and Emmy Award-winning director Elijah Allan-Blitz, to explore the possibilities of augmented reality (AR) within a media campaign.

Web AR at scale

Nissan has a long-standing history of embracing emerging technologies to explore new ways to communicate and operate. To support its electrification media campaign, we experimented with augmented reality technologies to immerse viewers anywhere in a world of electrification.

We designed and built three interactive story worlds that turned the consumer from a passive viewer into an active participant in the story. Guided by award-winning actress and Nissan brand ambassador Brie Larson, the experience invites users to "take tomorrow for a spin" as they explore the benefits of Nissan EVs.

Promotions across mobile, social, TV, Twitch, YouTube and other digital platforms invited viewers to scan an on-screen QR code to enter the interactive web AR experience. Once inside the "Nissan Digital Universe," participants navigate as an energy orb, flowing through a virtual showroom to discover the three distinct worlds.

By leveraging the PlayCanvas engine alongside our proprietary services platform, we delivered a high-fidelity, game-like environment directly through the mobile browser – removing the friction of an app download and ensuring maximum accessibility.

Each 3D world was designed to reflect a different benefit of electric cars: green energy (Nissan Leaf), adventure (Nissan ARIYA), and racing (Nissan Formula E).

Experience the Nissan Leaf in the sun-drenched countryside.

Whizz through an arctic glacier and find the Nissan ARIYA, plus a dragon!

Race through a vibrant city at sunset and experience the pace of Nissan Formula E.

As viewers explore each of the Arctic, nature and city landscapes, Brie Larson appears in video to highlight some exciting benefits of electrification. Finally, at the conclusion of the journey through each world, viewers can begin an AR experience that transports a virtual rendition of each vehicle into their home, office, or any other real-world environment.

Driving innovation forward

This project demonstrates Nissan’s commitment to innovation and experimentation through integrating augmented reality and game mechanics into a marketing campaign.