Nissan joins metaverse with electrified art featuring the Ariya

MANILA: Nissan Motor has launched a new campaign using industry-leading technology, showcasing its first steps into the metaverse.

Nissan tapped five artists to draw images of the all-electric Ariya in different locations across the UK. Retro Manni, Tishk Barzanji, Janice Leung, Neil Keating, and Antidote were tasked to illustrate an electrified interpretation of how the Ariya serves as a “ray of hope” in their cities using their own unique style.

Using WebXR technology, the campaign provides a visual and interactive art experience across different platforms including mobile, desktop, and VR.

The artworks are embedded with a QR code that allows the public to experience Nissan’s metaspace. Upon scanning the code, the users will be directed to the electrified art landing page where they can enter the artwork portal and explore the electrified city. The Nissan Ariya will then appear in the center of the room while users observe each artwork.

In a statement, Nissan Motor GB Marketing Director Nic Thomas said, “The Japanese timeless design and innovation of the Ariya allows us to influence and explore new ways of communicating with our customers and I am very excited to be able to promote Nissan as one of the first car manufacturers to utilize the metaverse in this immersive and inclusive manner. This is the start for us to continue to explore and test and learn new ways of bringing our electrified brand stories to life and showcase our own product innovations in an environment that fits with our innovative leadership brand values.”

“With the Nissan Electric Lab, you can get really close to the new Nissan Ariya and the campaigns artists electrified artwork; in fact, you can literally step into it with a Meta Quest headset for a fully immersive experience or explore it in 3D on your mobile or computer,” Meta Creative Shop Global Creative Lead Barry Christie stated.

Nissan collaborated with advertising agency TBWA, Metaverse experience builders Quantum Universe, and creator marketing agency Warm Storm for the campaign.

Nissan is one of the first automakers to step into the metaverse using 2D and 3D VR building blocks to provide an interactive art experience.

The ad campaign will run for the next two months. Order books for the Nissan Ariya are now open in the UK and deliveries will start in August.

Photos from Nissan Motor

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