Nissan’s AR World of Electric Vehicles

Overview

Brand
Nissan

Technology
Augmented Reality

Platform
Mobile

Industry
Automotive

Release Date
December 2022

Introduction

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

The brief

Over the years, Nissan has frequently embraced emerging technologies to explore new ways to communicate and operate. For its latest media campaign, we experimented with augmented reality technologies to immerse viewers anywhere in a world of electrification.

The solution

We designed and built three interactive story worlds; turned the consumer into a participant in the story; all guided by the Nissan brand ambassador and Academy Award-winning actress, Brie Larson, as the narrator.

As part of Nissan's electrification campaign, which included promotions on mobile, social, TV, smart TV, Twitch, YouTube and other digital platforms, some viewers saw an on-screen QR code which brought them to the interactive web AR experience.

The web experience opens with Brie Larson inviting the viewer to ‘take tomorrow for a spin’ to find out more about Nissan EVs. The viewer then enters the Nissan Digital Universe as an energy orb, allowing them to flow through the virtual showroom and discover three different worlds.

We used the PlayCanvas engine along with our own services platform to create an interactive, game-like environment that could be viewed on web without the need for an app download.

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.

The impact

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