NISSAN : Romance Comes Standard

At TBWA\Chiat\Day New York, I co-led Nissan United across the Americas. It was a high-volume integrated account spanning dozens of campaigns and hundreds of assets each year, while maintaining a consistently high creative bar.

I led a multidisciplinary team representing nearly half the New York office, partnered directly with Nissan's CMO, CEO, and senior stakeholders, and owned the work from brief and strategy through production and delivery, across TV, digital, social, retail, launches, events, and partnerships.

This is an example from that broader body of work.

For Nissan’s sales events, I created a campaign platform built around a simple truth: in film, cars help drive the story and the action. Each campaign took on a different cinematic genre, from rom-com to action-adventure (see Rogue Raiders), all laddering back to Nissan’s Built to Thrill positioning.

Romance Comes Standard turned the holiday sales event into a Christmas rom-com trailer, with the Nissan at the center of the story. Directed by Speck and Gordon, it used the familiar tropes of the genre to make a retail message feel more like entertainment.