Nissan enjoys some #NissanNights
While brands chase virality, Nissan is giving a platform to rising creators.
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While most brands are scrambling to go viral, Nissan stopped trying to be Gen Z and started platforming them instead.
In collaboration with TBWA\Chiat\Day NY, Nissan unveiled their new social editorial series, #NissanNights, a three-part editorial series designed to meet Gen Z where they are, with authentic, culture-driven (pun intended) storytelling. Using the Nissan Sentra as a symbol of their forward momentum, each episode features raw, unfiltered monologues straight to camera about identity, ambitions, and artistic vision.
Rather than inserting the Sentra into trend cycles, Nissan built an on-going platform for rising creatives first spotlighting:
Episode 1: Nasir Figueroa, Bronx-born self-made fashion designer.
Episode 2: Vivian Kim, a documentary photographer redefining youth culture.
Episode 3: sadie, an experimental pop artist who debuted her first album this year.
The series signals a distinctive opportunity in automotive marketing: moving from selling car features to investing in the creatives that help shape contemporary culture.
The final episode of Nissan's first installment of #NissanNights, premiered Friday, August 14, capping off a three-part editorial series created to meet Gen Z where they are, with authentic, culture-driven (pun intended) storytelling.
The campaign features a collective of rising creatives across music, fashion, and photography, sharing their ambitions and artistic identity through intimate nighttime vignettes and personal storytelling. The series explores what drives the next generation of culture-makers with the Nissan Sentra serving as a symbol of their forward momentum.
Taking inspiration from fashion and music campaigns, this series is designed to feel internet-native, using authentic cultural proximity to align Nissan with what's actually resonating today, instead of simply trying to mimic it.
Each creative featured delivers a raw, unfiltered monologue straight to camera about their identity, ambitions, and how they navigate the world. Every episode has a uniquely curated world inspired by the spotlighted talent, extending their artistry into an immersive nighttime experience, from a garage-turned fashion studio to a fast-paced set for a photoshoot, each highlighting specific features of the Nissan Sentra.
Nissan is built around momentum and possibility. And #NissanNights reflects the brand’s investment in the next generation of creatives by spotlighting ambitious people who are pushing culture forward and pursuing what's next, both in front of and behind the camera. This campaign not only spotlights emerging talent in the episodes themselves but is also brought to life through a talented roster of rising creatives, including TBWA\Chiat\Day NY’s Josh Stoker (a young Panamanian director who has worked with brands such as Crocs and Team USA).
