Nissan Introduces ARIYA to the Metaverse
Nissan Introduces ARIYA to the Metaverse through electrified British art
- A unique and ground-breaking way to explore ARIYA’s all- electric world.
- Five unique pieces of electronic artwork produced by 5 different digital artists from 5 different clean air UK cities.
- Utilising WebXR technology to create 3d and 2d cross platform experiences.
LONDON, UK, (18th July 2022) – Following on from the all-electric ARIYA TV campaign which recently launched in the UK, Nissan Motor GB has released its latest campaign by taking its first steps into the Metaverse and utilising industry leading technology. Working with a WebXR enabled browser the campaign delivers a visual, interactive and entertaining art experience across multiple platforms including mobile, desktop and VR.
To activate the campaign, Nissan challenged five artists to draw images of the new all-electric ARIYA in five different locations around the UK, these included London, Birmingham, Manchester, Leeds and Liverpool. The artists – Retro Manni (Birmingham), Tishk Barzanji (London), Janice Leung (Leeds), Neil Keating (Liverpool), and Antidote (Manchester) were all briefed to use their own unique design style to showcase an electrified interpretation of how the Nissan ARIYA is a ‘ray of hope’ within each of their cities. Although influenced by the Japanese inspired design embodied into the ARIYA, the artists included their own personal story, providing an authentic and expressive interpretation of the brief.
The artwork, showcased in digital and in large format outdoor sites, allows you to enter Nissan’s metaspace experience to explore the artwork by scanning the available QR code. Users will then be directed to the electrified art landing page where they can start to explore the room. The environment will automatically load and instructions given as how to connect two electric power leads together to open the artwork portal and move around the electrified city, the Nissan ARIYA will descend onto a platform in the centre of the room whilst users can explore each piece of art.
Nissan 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 utilise 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
Barry Christie, Global Creative Lead at Meta Creative Shop said: “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.”
This piece shows a futuristic spaceman leaving his Nissan ARIYA parked in a desert. Another figure waits behind a portal into another dimension.
The story behind the two figures?
Two evolved humans have found a way to bring future technology into the present through interdimensional portals.
The idea is that a better world exists in another dimension and we’re finally tapping into its potential.
ARIYA’s lights and the portal illuminate the dark, barron desert in front of the Birmingham skyline as a classic retro wave sun sets over the world. An
electrified grid symbolises ARIYA’s power to electrify.
The story behind my peace is about elevating and electrifying London into the future and beyond.
The horizon shows a futuristic cityscape, representing progress through technology, electrification, and energy.
In the foreground, Nissan ARIYA charges through London. As it moves through the streets it pulses with electricity, connecting to the streets through
streaks of light and glowing colours.
My piece is all about the excitement of an electrified road trip through the city of Leeds and beyond.
The panoramic illustration shows the route that Nissan ARIYA has taken through the streets with bold, neon trails.
My aim is to give viewers a scene that they can spend some time exploring, with lots to look at and find. It should mirror the feeling we get when we’re
exploring a new, electrified city.
Vibrant gradients bring the city to electrifying life as the energy of the car turns it on.
Taking inspiration from iconic Japanese illustrations, this piece shows Nissan ARIYA driving through Liverpool trailed by a powerful wave of energy.
The surge of electricity created by ARIYA brings the cityscape and its characters to life. The wonderfully unique scene bursts with colours and energy.
I created a futuristic Manchester streetscape to show the electric force behind Nissan ARIYA.
Streaks of red electricity pulse through through the streets and also represent tail light reflections that you see when nighttime driving.
ARIYA stands out in the scene as the future of electrified driving begins.
My style is represented in the buildings wrapped with a deep glassy layer. Blue hues represent the the electricity that runs through all of our homes and powers our cities.
The metaverse is a continuum of experiences ranging from a 2D video, to AR, to entirely immersive 3D VR worlds, all stitched together to form the next iteration of the internet. Although the Metaverse will be built over the next decade, Nissan is one of the first car brands to take an exploratory step into the metaverse utilising existing 2D and 3D VR building blocks to create an immersive art experience.
The advertising campaign is set to run for the next two months. Orders for the ARIYA now being taken, with first deliveries expected in August.
Images of each of the pieces of art as well as a description from the artists is available to download and an example of the electronic world can be seen here - www.nissan-electrified-lab.com
Nissan worked closely with advertising agency TBWA to develop the campaign who were assisted by Quantum Universe (Metaverse experience builders) and Warm Storm (creator marketing).
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