A short video to promote Nissan's first ever Color Studio, a line of colored accessory accents that let you customize your car the way you might a pair of sneakers. Nissan chose JUKE, its quirky sport utility, as the perfect candidate to launch the line. At the same time, Color Studio was also designed to give the odd, little JUKE a more premium appeal.
We saw this as an opportunity to take accessories out of the realm of floor mats and make them something truly cool and desirable. Our aesthetic inspiration came from music videos and fashion photography. Our concept played on the idea that color changes everything. It's a catalyst that makes things happen. The video features some unexpected "agents of change" that have a colorful impact on the JUKE. The video is a mix of live action and CGI, with visual effects that simulate the transfusion of color to the different vehicle parts, and a music track that lends a sultry swagger.
This was the first time accessories played the starring role in a vehicle's launch.
The video concept was so well received by the client, it inspired a full showroom campaign, as well as a print ad executed by the advertising agency that ran in automotive enthuisast publications.
To date, sales of Color Studio accessories are $1.3 million.
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