Having joined Duke Interactive at a time when Nissan was looking to move its digital account to another agency, I needed to act fast as their newly appointed creative director. Aligning Duke's creative technology abilities and Nissans’ expectations was key in securing the account; from the family Micra to the luxurious and premium GT-R, my vision was to ensure every piece of work aligned with Nissan’s brand values and connected and resonated with audiences to create maximum awareness of the automotive giant.

Over 1,277 days, this is a glimpse of how I led the award winning digital transformation of Nissan.

NISSAN CUBE

Working alongside Duke Paris, we collaborated in creating a unique Nissan Cube interactive experience. Allowing users to experience the Cube via an isometric world, they could customise their vehicle and send details straight to Nissan for purchase. The collaboration was so successful that it was featured as an FWA Site of the Day.

QASHQAIsland

We successfully led the QASHQAIsland campaign that saw Nissan partner with Island Records to celebrate Islands' 50th Anniversary and promote the Nissan QASHQAI. Leading TBWA we developed a campaign that would cross digital, print, media and live events including an exclusive event at Phonica Soho and a month of live gigs at Shephard's Bush Empire featuring the likes of Paul Weller and Bono.

Behind the HIT

Following on from the success of QASHQAI Island we once again lead TBWA by devising a series of activities to promote the Nissan Juke. Behind the Hit was the digital activation that allowed users to mix a track by La Roux, the winner having their track played at an exclusive gig at Koko in Camden, and a physical activation in Manchester that saw La Roux play a live Gig in a Box to a crowd of La Roux lovin' Mancunians.

Role: Creative Director & Art Director
Client: Nissan GB
Agency: Duke Interactive

Kevin Harris - Strategy & Planning
Bec Brodie - Art Director
Stephan Roux - Art Director
Thomas Ollivier - Art Director
Sylwia Bernatowicz - Design & Motion Graphics
Yeen Trinh - Design & Motion Graphics
Shawn Derouard - Head of Technology
Matthew Slavin - Developer
Damian Smyth - Account Director