Working with TBWA/CHIAT/DAY NY, we helped launch the new Nissan branding to the world. This case study showcases the work that went into the rebrand, starting from the static logos and Mnemonics and then onto the launch brand film and the solo 'expression' videos.

Starting with the rising sun. A symbol for Nissan and life. The sun rise was incorporated into the still logo designs and Mnemonics, and was then used as a central theme throughout the brand film.

The Nissan Red was used as the primary color for the 3d logo as well as white and blue variants.

Static logos

Mnemonic

Motion Tests

Brand Film

Nissan as a brand stands for technology that moves you. Literally and metaphorically. It brings you to life every time you drive. 
With this mantra in mind, we created a living breathing film starring the new logo.

The brief was to bring the Nissan logo to life in an organic and natural way, showcasing it’s beauty using stylized natural materials, slowly revealing it’s full form through the film.

Collaborating with our specialist team, the aim was to create bold and graphic photo-real simulations that looked and felt like real, naturally abstract elements forming. The film needed to be not only striking on a visual level, but also speak to our intrinsic human emotions. 

It was important for people to feel alive when they watched this. To create a sensory experience. We wanted the emergence of the logo to create a sense of both wonderment and anticipation as it gradually emerges and reveals itself in an organic way.

We created 8 individual solo ‘expressions’ as well as the main 60 second brand film combining all of the different natural simulations.

As part of the design development, we designed the logo in a number of natural styles. The following frames show development of the final designs as well as additional ideas that did not make it into the final cut.

Look Development 

Brand Film Design and Animation development reel

Final Brand FIlm

Client:  Nissan
Agency : TBWA\CHIAT\DAY\NY

Global Creative Director: Mark Sheldrake, Nissan United
Executive Creative Director / Head of Design: Chris Rowson
Senior Copywriter: Chris Santaiti
Associate Creative Director: Tiffanni Spann
Associate Art Director: Louis Prenaud
Motion Graphics Designer: Seokmin Hong
Account Director: Shingo Asami
Global Account Director: Aisha Lo
Senior Integrated Producer: Jessica Fiore
Art Producer: Danny Jackson
Head of Integrated Production: John Doris
Business Affairs Manager: Sarah Giarraffa

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Post Production
Design Studio:  Elastic
Creative Director:  Duncan Elms
Designers: Carlo Sa, Gryun Kim, Jan Sladecko, Kaya Thomas, Nadia Tzuo, Brandon Parvini, Lynn Cho, Min Shi, Albert Albaladejo
Concept Art & Look Development: Nahuel Salcedo, Damian Sendin, Lilen Herrera, Koji Obara, Mariano Abel, Fede Kanno, Alex Levinton, David Kvien, Job Menting, Rutger van de Steeg, Matias Mastrogiano
Production: Ailin Brunner, Lucia Gutkin
Storyboards:  Vince Wei 

Lead Compositor:  Martin Karlsson 
CG Supervisor:  Chris Clyne
CG Artists:  Jun Kim, Seunghyuk Kim, Jose Limon, Ian Ruhfass, Scott Nishiki, Joe Paniagua, Weiyo Sha, Yuo Tengara
C4D Animators & Compositors:  Gryun Kim, Yongsub Song, Brandon Parvini, Jan Sladeko, Aziz Dosmetov, Lee Buckley

Editors:  Jessica Ledoux, Rachel Fowler, Martin Hsieh
Online Editors:  Dan Ellis, John Valle

Senior Producer:  Paul Makowski
Associate Producer:  Megan Rodriguez
Producer:  Danny Hirsch 
Deputy Head of Production:  Zach Wakefield
Executive Producer:  Luke Colson 
Head of Production:  Kate Berry 
Managing Director:  Jennifer Sofio Hall 

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COLOR
Color Studio: a52 Color
Colorist: Paul Yacono
Color Assistant: Corey Martinez
Color Producer: Jenny Bright 
Executive Producer:  Thatcher Peterson
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SOUND
Music Company:  Indestructible
Composer:  William Hunt
Final Mix:  Wave Studios

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