For the launch of the 2025 Nissan Armada, the client needed a full suite of campaign assets that could live everywhere—from dealership floors to screens in your pocket. As lead art director, I established the look and feel, created all core imagery, and designed the website, brochure, and in-store displays. Built entirely with CG, the work came together as a cohesive system that told the Armada story clearly, confidently, and at scale.
The process started by defining the visual language, including tone, environments, and overall vibe, while aligning on the stories the Armada needed to tell. This set the rules early and helped keep decisions grounded once the details started piling up.
With direction set, the focus shifted to figuring out exactly which assets were needed and which were not. Working with producers, the scope was locked, budgets were balanced, and early comps with detailed shot plans gave production a clear roadmap.
Production moved forward with our CG house. Environments were built from scratch, vehicles were placed and refined for product accuracy, and layers of polish were added to sell realism, because nothing kills a launch faster than a car that feels slightly off.
Once the assets were complete, everything came together. Website layouts were finalized, brochures and standees went through press checks, and final files were prepped for print and deployment, setting the stage for a smooth, successful launch.
