What is Camel Power?
To bring clarity to the endless debates around SUV off-road performance in the Gulf market, Nissan introduced Desert Camel Power, a groundbreaking new metric designed to evaluate a vehicle’s true capability in the desert. A bold move that challenged convention and redefined how desert performance is measured.

The uniqueness of the project
Camel Power was not just a campaign. It was the answer to a market gap. Developed in complete secrecy, this initiative demanded a small agile team to bring an ambitious idea to life. It required an entirely different mindset. This wasn’t about the advertising specs, it was about creating a new performance standard in a culture where dune bashing is a serious sport.

Bringing the idea to life?
Over the course of 2 years, my role was to collaborate with engineers, National Geographic, camel merchants (yes, the race kind!), Nissan’s internal marketing team, and our amazing creative team. We even sat down with the ministry of innovation in Dubai to propose Camel Power as a unified measurement standard across the region.

The impact
The result? A 100% functional, first of its kind benchmark for SUV performance in the desert. Camel Power gave drivers a real metric tailored to the terrain, because in the sand horsepower alone is not enough!

Awards and recognition
It was also heavily awarded in more than 12 award festivals across the globe (cited below).