Critical Mass Opens a Door to Nissan
Nissan and Critical Mass have created a user-controlled interactive video experience entitled, Your Door to More, to promote the new Versa® Note™. The immersive digital video website takes the viewer on a journey of the car through the eyes of people doing what they love. By simply scrolling, the Nissan Versa® Note™ digital experience transforms the hatchback’s defining characteristic—the hatch itself—into a gateway to passions and interests; turning it into “the door to more”.
To create Your Door to More, Critical Mass wove together a fast-moving image sequence in HTML that acts like a video to allow the user to control the viewpoint. Beginning in the Versa Note’s hatch, Your Door to More lets users fly through the back hatch to activate cinematic video vignettes at various hotspots. See the aerodynamic design details through the eyes of roller skaters, experience the cargo versatility through the perspective of street artists, and even learn about innovative tech from the vantage point of an RC helicopter enthusiast.
From the start, Critical Mass aimed to bring a human element to vehicle exploration that goes far beyond the 360-degree car panorama. Critical Mass teamed up with award-winning production company 1st Ave Machine to do a specialized shoot across four locations in LA to create custom video content for the experience. Your Door to More is the first initiative that will lead into the campaign for Versa Note starting this fall, created in partnership with TBWA\Chiat\Day and OMD.
Creative Credits
Client:
Nissan North America
Agency:
Critical Mass
Credits:
Group Creative Director: Steve Savic
Creative Director: Jordon Mowbray
Art Directors: Skylar Pelletier, Andrej Milosz
Design: Euny Choi, Scott Malo, Adrian Suva, Philippe Clairo
Planning Directors: Kerry Janes, Chrissie Graboski
Development: Scott Ingalls, Philip Musser, Evan Lask
Copy: Peter von Sass, John Hamilton
Client Services: Kelly Ladwig, Adriana Grajales
Producer: Gene Ho
Film & Production: 1st Ave Machine
