myNISSAN
Keeping It Easy.
Five films that show how the myNISSAN subscription is the upgrade your life needs.
my role.
- Creative Strategy
- Concept
- Writing
- Direction
In partnership with TBWA\RAAD
the problem.
Nissan was introducing a paid subscription for its app, myNISSAN, with a long list of services and capabilities. But owners saw these features as nice extras, and Nissan needed people to see the subscription as worth paying for.
what we found.
People now run most of their lives through apps, but the automotive world hasn’t caught up. 72% of drivers expect their next car to work like a smartphone, yet only 17% are happy with what their car offers today. Owners wanted a connected car, but kept doing things the old way out of habit.
Sources: Verra Mobility, connected vehicle survey, 2026. McKinsey, Mobility Consumer Pulse, 2023.
So instead of listing the services, the strategy was to show how myNISSAN upgrades your everyday life, the same way the apps you can’t live without already do.
the idea.
Since people only value a service once they see life without it, we put the outdated way of handling your car next to the modern, upgraded way. So we created a series of five films, each showing someone doing things the outdated way and then the easier day myNISSAN gives you, until the old way looks ridiculous.
the films.
1 / 5
Google Assistant
The Secret Savior
Caught forgetting his anniversary, a husband proves he’s got everything at home under control, with a little help.
on set.
Behind the scenes of Keeping It Easy.
got a creative problem?
Bring your problem. You’ll leave the call knowing what I’d do about it. Free, 20 minutes, Monday to Friday, 9am to 5pm Dubai time.