Nissan’s All-New KICKS Campaign Is a Celebration of Choreo, Cars and Colour
People should “go out there and get their kicks”, is the message behind the latest ad spotlighting the all-new Nissan KICKS vehicle. A bold and energetic fusion of seamless choreography, visual artistry and agile camerawork, the campaign brought to life by Alfredo Films’ director James F Coton showcases the dynamism and opportunity offered by the fuel-efficient SUV.
Targeting Canadian women with busy lifestyles, a sense of adventure and willingness to try new things, the campaign breaks away from typical automotive advertising, instead opting for a music video-inspired aesthetic, soundtracked by a remixed ‘Feel Good’ by Charlotte Cardin.
At just 30 seconds long, the ad packs a lot into its short timeframe, transforming a singular building into a multitude of different locations - from a record store, to a bistro, to a scuba shop - all with their own complimentary choreography put together by Sergio Reiss and Jowha Van De Laak from CDK Company.
To find out how the spot evolved from pre-vis to the final film, LBB’s Abi Lightfoot caught up with the people behind the wheel; Alfredo’s James F Coton, choreographers Sergio Reiss and Jowha Van De Laak, TBWA\Canada creatives Phil and Tori, and Nissan’s Alannah David-Clark.
LBB> James, congratulations on a great ad. What kind of vision did you have when you first saw the brief, and how does it align with the finished ad?
James> Thank you! Initially, my vision was to create something fun, vibrant, and cool, with a touch of a music video vibe. I wanted the character to feel fresh and authentic without falling into clichés. In the end, I believe we fully achieved that vision. The key for me was always about maintaining a sense of movement and feeling the space, both in terms of the shots and the editing.
LBB> As a director, what’s the key to ensuring you’re maintaining a feeling of energy and movement in the shots you’re capturing?
James> For me, the key to maintaining energy and movement is making sure everything flows seamlessly, almost like choreography. Whether it’s the camera movement or the edit, everything needs to have a rhythm and tempo. Having a great director of photography and a talented choreographer was essential. With the right team, we were able to capture exactly the vibe I was aiming for.
LBB> What was the most challenging aspect of putting the ad together, and how did you overcome it?
James> The choreography was definitely the most challenging part. Having a top-notch choreographer helped immensely in overcoming that. Other than that, I was familiar with the style so it wasn’t too much of a challenge. Another big hurdle was fitting everything into 30 seconds. To address that, we created a video mock-up where we pre-filmed the entire commercial and laid out the shots in an editing sequence. This allowed us to ensure everything fit and avoid overpromising something we couldn’t deliver within the time constraints.
LBB> Is there anything you’d do differently if you had your time again?
James> Yes, I would reconsider the location for the driving shot. The location we chose was a bit difficult to work with and limited our options, even though we made it work in the end. Other than that, everything else went perfectly. From a production standpoint, everything felt smooth, and I’m really happy with the outcome.
LBB> Sergio and Jowha, the choreography in this ad is so smooth. Can you tell us what your vision for the dance sequences were, and how you brought them together?
Sergio and Jowha> Our main goal was to have the choreography in sync with the overall concept. The building in the ad switches constantly from a textile store, to a scuba store, to a restaurant etc. Our idea was to include certain movements that literally visualised the store that was used at that moment.
For example; when the first store (record store) starts, you see the group leaving the setting in a groove with their hands on their ears as if they are listening to music on their headphones. Same thing for the scuba store. When they leave, they move their arms in a way that looks like a jellyfish kind of movement. It made so much sense to include these kind of movements into the choreography while still making sure that the overall structure of the choreography was visually pleasing for the eye.
LBB> What it was like choreographing around a spot with different elements including a car, costume changes, and themes?
Sergio and Jowha> A challenge for sure! But so much fun!
We’ve been doing this work for a long time now. And obviously choreographing is our main task. But to have all these elements playing a factor really triggers the brain to think differently within our way of creating. And that’s exactly what we need to keep our work interesting and fun!
The key to overseeing all of these elements is a strong team. The whole crew was so sweet and helpful. And the dancers worked so hard to make sure that they knew everything they had to know. They were practising all day in the burning sun, making sure they won’t be making any mistakes on set. Adrian Vendiola (assistant choreographer) was training the dancers while I was discussing camera movements with the director. While the production was making sure that the dancers were getting towels after every take in the “rain”, others were making sure I had all the equipment to oversee the whole thing.
It was definitely a team effort. And I'm very grateful to have been able to work with every single one of them.
LBB> What was your vision at the outset of the project, and to what extent does it align with the finished film?
Phil and Tori> When we started this project, we knew that we needed to reflect diverse lifestyle experiences and wanted to lean hard into music and dance to do so. The KICKS has always been the most musical vehicle of the Nissan lineup, and the All-New model is no exception. That combined with it’s stunning redesign and enhanced features really gave us the licence to be bold, vibrant, and stylistic.
The finished film reflects everything we wanted to and then some. We were lucky to be able to work with very talented folks like Charlotte Cardin and her record label Cult Nation, as well as choreographers Sergio Reiss and Jowha Van De Laak from CDK Company to create the base performance and atmosphere for the spot.
LBB> What made James F Coton the right director to bring that vision to life, in your view?
Phil and Tori> Working with James as our director was an absolute no-brainer. From his previous experience in both auto and dance, to his fresh and dynamic camera language, and extremely collaborative workflow - we knew that James didn’t just understand the vision, but that he had the magic to evolve it further.
LBB> Who do you see as the target audience for this campaign, and why will the ad resonate with them?
Phil and Tori> We’re targeting Canadian women in their mid-thirties and up. Those get-up-and-go types who love to try new things, but in most ads, are just poorly portrayed as hustling girl bosses who crave busyness for busyness’ sake. We think that this ad will resonate with not just them, but the many Canadians who try to make the most out of life and inspire them all to go out there and get their kicks.
LBB> Compared to a lot of advertising in the automotive category, this ad feels light, playful, and fun. Was that your intention and, if so, do you think that’s going to help you cut through?
Phil and Tori> Yes, that was absolutely our intention. From the get-go we thought about this film being as much of a music video as it would be an auto commercial. We think it will definitely disrupt the space as it showcases the All-New KICKS and its features in a way that’s entertaining while still feeling relevant to our audiences. It also doesn’t hurt that our remixed track “Feel Good” by Charlotte Cardin is a real earworm.
LBB> Finally, would you do anything differently if you had your time again?
Phil and Tori> If we could do anything differently, we’d push for a long form cut of the film that can really show off the full choreography and visuals captured by the team.
LBB> This ad feels smooth, energetic, and stylish. Was that always your intention from the start of the project?
Alannah> Absolutely, that was our vision from day one. The all-new 2025 Nissan KICKS embodies boldness, vibrancy, and a fresh, dynamic spirit, and our goal was to ensure the advertising reflected that energy. We wanted to create an ad that didn’t just show the car but conveyed the excitement and joy of driving it. The brand-new KICKS isn’t just another vehicle—it’s a true sidekick that empowers our drivers, giving them the freedom to chase whatever inspires them. We crafted this ad to encapsulate that feeling of fun, empowerment, and adventure. We are also very excited that we partnered with incredible artists like Sergio Reis from CDK Company and Charlotte Cardin for this commercial.
LBB> Who do you see as the target audience for this campaign, and why will the ad resonate with them?
Alannah> The all-new Nissan KICKS is designed for those who want a vehicle that delivers an unbeatable mix of style, technology, and practicality. We’re speaking to consumers who are constantly on the go, with a need for a car that can keep up with their pace. Whether it's the bold design, Intelligent All-Wheel Drive, the Panoramic Moonroof, or the available Bose® Personal Plus Audio System, the KICKS has all the features that modern, active consumers value. At its core, the Nissan KICKS is for drivers who want versatility and freedom, and this ad highlights exactly how the vehicle supports that lifestyle.
LBB> And was there anything else you were looking to communicate - either about Nissan as a brand or the KICKS as a product - through this ad?
Alannah> Beyond showcasing the KICKS, this ad is part of a broader strategy to communicate Nissan's evolution as a brand. With our latest line up - the ARIYA, the all-new KICKS, and the upcoming brand-new Armada - we’re pushing boundaries and redefining what drivers can expect from their vehicles. Our message is clear: Nissan is the brand that empowers freedom, confidence, and exploration. Each model, whether it’s the Nissan KICKS or any other in our line up, is designed to be a trusted partner that allows drivers to experience life more fully. We're here to shake up the market and empower people to redefine what’s possible in their lives, and this ad is a testament to that.
