Nissan unveiled the 7th generation of its iconic SUV Patrol during a global launch in Abu Dhabi. We recreated the desert inside the ADNEC Marina Hall to transport attendees on a true odyssey.
Far more than a simple reveal, it’s an immersion into the world of the iconic Nissan Patrol, where passion, history, community, design, and technology intertwine. Every element was meticulously chosen to highlight the vehicle’s heritage while looking toward the future.
Like a true museum, we gathered the six generations of the Nissan Patrol. Our goal was to highlight the heritage of this vehicle, which has evolved through the ages by adapting to technological advances and driver needs while preserving its unique identity.
A dreamlike installation was placed above these icons, reminiscent of the shifting shapes of dunes, to enhance their curves. The new USPs and onboard technologies of this 7th generation were also showcased in dedicated areas.
Throughout the reveal, conceived as a true TV show, the brand’s origins and Middle Eastern culture intertwined across various scenes, offering the audience a visual and auditory odyssey. The performances, blending poetry, dance, and celebration, immersed the audience in a captivating and eclectic journey. The presence of speakers on stage—Makoto Uchida, Nissan Motor Corporation CEO, and Alfonso Albaisa, SVP Global Design—brought the All-New Nissan Patrol to life in a unique and engaging way.
The 360° projection mapping on the set allowed for the creation of diverse backdrops to stage the different scenes of the show, ranging from desert dunes to Mount Fuji.
A CSR commitment
Reflecting our commitment to inclusivity, we chose a venue that is 100% accessible, including for people with reduced mobility.
To further support this approach, the live stream was subtitled.
Food waste was also minimized through close coordination between our teams and the caterer.
