GREENHOUS NISSAN STEP INTO ELECTRIFICATION
Combining Innovation With Great Storytelling
Crafting the Nissan Ariya Range Video Ad
In the vibrant world of automotive advertising, capturing the essence and innovation of a new vehicle is both an art and a science. The Nissan Ariya Range Video, with its catchy tagline “You’ll need to stop before it does,” is a testament to creative storytelling and cinematic craftsmanship that highlights the vehicle’s remarkable features and impressive range. As a personal favourite project of mine, this advert not only showcases the all-new Electric Nissan Ariya but does so with a blend of humour, style, and technical finesse.
Conceptualisation
The core idea behind the Nissan Ariya advert was to distinguish it from the conventional electric vehicle narrative. Instead of focusing on the anxieties associated with battery life and range, the narrative takes a playful, tongue-in-cheek approach. We crafted a story where the main character embarks on a long journey in the Ariya, only to find that his need for a comfort break—rather than the car’s battery life—dictates the stops along the way. This creative twist not only highlights the car’s exceptional range (up to 329 miles) but also humanises the electric vehicle experience, making it relatable to the audience.
Cinematic Approach
Visual Tone and Atmosphere
The visual grading of the footage was a deliberate choice to mirror the premium and innovative nature of the Nissan Ariya. Warm colour tones and slightly crushed blacks were utilised to achieve a cinematic quality, enveloping viewers in the luxury and advanced technology that the Ariya embodies.
Dynamic Storytelling through Focal Lengths
The advert employs a strategic mix of focal lengths to convey the narrative’s progression. Initially, slower speed shots establish a sense of calm and wonder associated with starting a new journey. As the ad progresses, the pace quickens, mirroring the main character’s growing impatience and restlessness. This not only adds a dynamic visual rhythm but also deepens the viewers’ engagement with the character’s experience.
The Hero Shot
The culmination of the advert is the ‘hero’ shot of the Nissan Ariya, complemented by detailed text showcasing its specs and impressive range. This moment is crafted with slower, panning shots to create a stark contrast between the protagonist’s human needs and the car’s relentless endurance. This juxtaposition not only serves as a powerful visual metaphor for the car’s capabilities but also reinforces the ad’s playful premise.
Reflections
Creating the Nissan Ariya Range Video was an immensely rewarding experience that allowed me to merge my filmmaking skills with my passion for automobiles. The project was a journey in itself, exploring new ways to convey innovation and emotion through visual storytelling. The challenge of depicting the Ariya’s advanced features and range in a relatable and entertaining manner was met with a combination of creative narrative, cinematic techniques, and a touch of humour.
The final tagline, “You’ll need to stop before it does,” encapsulates the essence of the Nissan Ariya’s capability and the spirit of the advert. It’s a reminder of the playful yet profound message we aimed to convey: in a world of advanced technology and luxury, the simple, human moments are what make the journey memorable.
In conclusion, the Nissan Ariya Range Video stands as a proud example of how automotive advertising can transcend traditional boundaries, blending innovative storytelling with cinematic beauty to showcase the future of electric mobility.
