The Return of a King
When Nissan launched the redesigned Maxima, we knew we had to make a bold statement. The Maxima was back on the street, to reclaim its throne as the king of 4-door sports cars. The film depicts a father going home after a long day at the office and rewarding himself with a thrilling drive as he strikes the perfect balance between work and play. The Maxima made quite the statement airing during the NBA playoffs and even played in theaters nationwide.
Experiential and Digital
Thanks to the buzz generated by the TV spot, we created a special edition Maxima, the Super Black Maxima SR, which was featured at the BET Experience and Awards Show in LA. Here, we designed a brand activation where fans could get a first look at the new Maxima as well as interact with Nissan at the Pitch Black Experience. We stayed true to the cultural phenomenon "All Black Everything" and used it as the visual inspiration for our space.
