Nissan NISMO: Launching a performance sub-brand in the GCC

In 2015, Nissan tasked us with one of the most exciting challenges of the year: launching NISMO, their high-performance sub-brand, in the GCC market. While well-known among hardcore car enthusiasts (“petrolheads”), NISMO lacked broader awareness across the region. Our mission was to turn a niche motorsport label into a mainstream performance badge; without diluting its racing DNA.

The Challenge
The Gulf is a car culture powerhouse, but one where lifestyle and luxury often trump performance heritage. To make an impact, we needed to appeal to both the emotion of the drive and the aspiration of the brand, going beyond petrolheads to reach the everyday performance-curious driver.

The Insight
There’s a very specific feeling that stays with you after driving a NISMO: an adrenaline rush that lingers for hours, even days. This became our creative anchor:
“A feeling of excitement that never leaves you.”

My Role
I was part of the core leadership team overseeing campaign development and execution, from strategy to shoot, all the way through launch at the Dubai Automotive Show. Shooting a high-performance brand demanded a premium approach, and we partnered with a globally renowned automotive director to capture NISMO’s visceral energy. I also managed coordination between multiple agencies and Nissan’s internal stakeholders to ensure creative integrity and rollout consistency across platforms.

(And yes—I test drove one. Unforgettable. Some might say, that feeling of excitement still hasn’t left me.)

The Execution
We launched with a high-octane brand film, backed by a 360-degree campaign that spanned digital, social, experiential, OOH, and showroom activations. Every touchpoint was crafted to extend the “lingering thrill” of driving NISMO, fueling awareness, interest, and desirability.