When Nissan briefed The Hanging House to launch the 2025 Kicks, they didn’t ask for a car reveal—they asked for a cultural moment. What followed was a bold, genre-blending experience that fused fashion, music, street sports, and immersive tech into one unforgettable event.

From a 6.5-meter-high automotive runway to a DJ-in-the-sky and LED-synced crowds, this wasn’t just about showcasing a car—it was about amplifying everyday experiences and making the audience feel like the main character. We sat down with COO Husam Haris and CCO Anam Ahmad to unpack how the team made it happen, what almost went wrong, and why this launch might just reset the rules for automotive storytelling.

What was the brief?

The brief was to create an impactful and immersive launch event that positioned the Nissan Kicks 2025 as the ultimate lifestyle crossover, blending urban style, technology, and self-expression. The event needed to go beyond a traditional car launch, integrating interactive storytelling, experiential elements, and a strong emotional connection to Nissan’s "Go Big, Go Epic" ethos.

The campaign was designed to:

• Showcase Nissan Kicks’ unique features – customization, premium sound experience, and performance versatility.
• Engage a diverse audience – including media, influencers, and consumers, making them active participants in the launch.
• Create a movement, not just a launch – reinforcing Nissan Kicks as a symbol of self-expression and adventure.

How did the initial pitch/brainstorming phase go?

The initial brainstorming phase focused on defying the ordinary. The team explored how Nissan Kicks fits into the urban lifestyle, turning everyday city life into an amplified adventure. Key inspirations included:

• Street fashion and runway culture – leading to a fashion-show-style car reveal.
• Music festivals and urban nightlife – influencing the DJ-in-the-sky concept.
• Street sports and parkour – shaping the dynamic performance activations.

The pitch immediately stood out as an experiential storytelling approach, not just a car showcase. It was bold, immersive, and designed to make an emotional impact.

What was the process behind ideating the concept?

The ideation process revolved around the core theme: "Amplifying Everyday Experiences."

 

We dissected Nissan Kicks’ target audience – urban, expressive, tech-savvy individuals who value personalization and adventure. The car’s customization features inspired a "self-expression" narrative, while its premium audio systemled to music-driven activations.

The runway-style presentation was a breakthrough idea, combining fashion, music, and automotive innovation into a seamless live spectacle.

What was the production process like?

The production process was meticulously planned to deliver a high-impact experience while ensuring technical precision. Key steps included:

1.      Stage & Ramp Construction: A 6.5-meter-high ramp was engineered to create a dramatic vehicle descent.

2.     Lighting & Tech Integration: Synchronized LED wristbands, and DJ-in-the-sky brought the event to life.

3.     Rehearsals & Choreography: Parkour performers and dancers practiced complex sequences to ensure fluid execution.

4.    Car Positioning & Reveal Testing: Surprise entry moments were tested repeatedly to maximize audience reaction.

Each element was carefully choreographed to deliver a seamless and immersive experience.

What was the biggest challenge during production? How did you overcome it?

Challenge: The 6.5-meter-high ramp construction posed structural and safety challenges, especially considering the need for precision timing in the car reveal sequence.

Solution:

• Advanced engineering simulations ensured stability and smooth vehicle descent.

• Multiple test runs with stunt drivers refined the entry angles and speed.

• Real-time safety monitoring ensured performers and vehicles were perfectly synchronized.

Another challenge was integrating surprise elements without logistical hiccups, requiring rigorous rehearsals and last-minute fine-tuning.

What kit/tools/software were used to create the project?

• 3D Design Software (for stage/ramp conceptualization)

• DMX Control LED Lights  (to sync visuals with live performances)

• Timecoded Show 

• DMX hand bands (to showcase the in-car sound system)

• Pyros to end the show on a bang 

• DJ in a scissor lift 

What is one funny or notable thing that happened during production?

During the production of the ramp, there was a slight possibility that the ramp wouldn’t be safe for the cars to drive on, so when the drive dynamics came to test it out, they joked that the ramp was not safe to be driven on and that almost sent us over the edge. 

What’s the main message of this project and why does it matter?

The Nissan Kicks launch was not just a car unveiling—it was a movement.

• "Your Style, Your Story" – emphasizing personalization and self-expression.

• "Go Epic" – reinforcing Nissan’s bold and adventurous brand identity.

• Lifestyle-driven storytelling – making the Kicks an extension of individuality, adventure, and urban exploration.

This matters because modern consumers connect with experiences, not just products. Nissan Kicks isn’t just a car; it’s a statement.

How long did it take from inception to delivery?

7 months in total

Can you describe the creative spark or inspiration behind the initial concept? Was there a specific moment or insight that ignited the idea?

The ramp idea was inspired by the LV Fashion Show Season 2023, where they had a yellow track designed for the models to walk on and that inspired the idea of a car launch runway show. 

How did you ensure that the concept aligned with the brand's values, goals, and target audience?

Because we understood the vision, the concept and the goal. When we work with any client within our agency, we truly work with them. We ask for their feedback, and we brainstorm ideas together to make sure that the project comes out to the best of its ability, it’s all about the journey. 

Were there any alternative concepts or ideas considered during the ideation phase? If so, what led to the selection of the final concept?

The original concept was supposed to be a full-scale ramp track, where the cars can not only be launched on top of the ramp, but the test drive of the cars themselves would’ve taken place there too. The current ramp that we went with was a much safer option with way fewer risks. Ultimately it was safety of the drivers over creativity. 

Can you discuss any collaborative or interdisciplinary aspects of the ideation process, such as working with other departments or external partners?

The project required seamless collaboration across disciplines:

• The Creative Department

• The Accounts Department

• The Production Department

• The Leadership Team

• A full outsourced Production team [Director, Coordinators, Engineers]

• Show Director for the music dancers and choregraphy 

• Drive Dynamix Team 

What role did consumer research or market analysis play in shaping the concept and its execution?

Consumer research was fundamental in crafting a launch experience that resonated with Nissan Kicks’ target audience—urban, style-conscious, tech-savvy, and adventure-driven individuals. Key insights that shaped the execution:

1. Customization & Self-Expression Are Key Motivators

   • Research showed that millennials and Gen Z buyers prioritize personalization in their purchases.

   • This insight led to highlighting Nissan Kicks’ interchangeable roof colors and the “Your Style, Your Story” narrative.

2. Experience Over Traditional Advertising

   • The audience prefers immersive brand experiences over traditional marketing.

   • This led to an interactive, participatory event where guests weren’t just spectators but part of the story.

3. Urban Consumers Value Music & Social Sharing

   • The integration of a DJ-in-the-sky, parkour performances, and LED wristbands was a direct response to data showing music, entertainment, and social media-friendly moments drive deeper brand engagement.

Market analysis also showed an increasing crossover SUV market in the region, meaning the launch had to differentiate Kicks beyond just car specs—positioning it as a lifestyle choice.

Can you discuss any unique or unconventional production techniques or approaches used to bring the idea to life?

1. Runway-Inspired Car Reveal

   • Unlike traditional car unveilings, this launch took inspiration from fashion shows, featuring a 6.5-meter-high ramp where vehicles descended dramatically.

2. Surprise Element – Guests Entering Beneath the Track

   • The audience unknowingly walked underneath the ramp structure, creating a grand reveal moment when the cars suddenly appeared above them, descending the ramp in synchronized motion.

3. DJ-in-the-Sky Activation

   • The DJ booth was elevated above the crowd, creating a floating performance space that added a dynamic, unexpected twist to the event.

4. LED Wristband Synchronization

   • Each guest received a wristband synced to the music and event visuals, ensuring they were visibly part of the experience—a technique inspired by major concert productions.

5. Parkour & Dance Integration with Car Movements

   • Professional performers were choreographed to interact dynamically with the vehicles, adding a level of high-energy storytelling rarely seen in car launches.

6. Multi-Sensory Grand Reveal

   • Instead of a standard unveiling, the final moment combined:

     • Pyrotechnics (to add drama)

     • Projection mapping on the ramp (creating a futuristic light effect)

     • Immersive sound design (highlighting Nissan Kicks' premium Bose audio)

These elements made the launch feel like a live performance rather than a corporate event, reinforcing the urban lifestyle narrative.

How did you ensure that the concept remained innovative and stood out in a crowded marketplace?

1. A First-of-Its-Kind Automotive Runway Show

   • Most car launches follow conventional reveal formats. The fashion-inspired launch broke that mold, positioning Nissan Kicks as a style-driven icon, not just a vehicle.

2. Blending Culture, Entertainment, and Automotive

   • By fusing music, performance, tech, and interactive experiences, the event resonated with a wider cultural audience, making it more than just a car launch.

3. Personalization as a Core Theme

   • Unlike competitors focusing solely on performance, this launch put individuality at the forefront—aligning with modern consumer values.

4. Social Media Amplification

   • The event was designed with highly shareable moments, from surprise reveals to LED-lit audience engagement, ensuring organic reach beyond the event itself.

5. A Seamless Digital-Physical Hybrid

   • The multi-phase engagement approach (Launch + Ride & Drive) combined:

     • Physical test drives for hands-on engagement.

     • Digital storytelling elements (3D visuals, interactive installations) to extend the experience.

By combining immersive storytelling, cultural relevance, and surprise-driven activations, Nissan Kicks’ launch became an experience-first event, standing out in a sea of traditional automotive marketing.

What do you hope it achieves for the brand?

• Redefine automotive launches, setting a new standard for immersive brand experiences.
• Strengthen Nissan’s cultural relevance, especially among younger, experience-driven audiences.
• Drive engagement and buzz, translating into brand affinity and sales impact.

Credit list for the work?

• Client: Nissan  

• Advertising Agency: The Hanging House 

• Agency Chief Creative Officer: Anam Ahmad  

• Copywriter: Reynaldo David Jr [Junior Creative Strategist]  

• Creative Lead: Luna Arja  

• General Manager/Sr. Project Director: Jean Oosthuizen 

• Others: Latoya Kessie [Project Director] - Paul Barton [Production Director] - Mohammad Ashkar [Senior Production Manager] - Jeanette Mokhethi [Project Manager] - Kile Ozier [Show Director]  

• Chief Operating Officer /Client Relationship: Husam Haris  

• Senior Account Manager: Aniysha Seyfferdt