Nissan’s “Town of Basic” retail campaign created a surreal world filled with citizens who’s lives get more interesting after a Nissan rolls through town. While the work was created for it’s universal appeal, we still needed to do some work to be more inclusive for African American and Hispanic audiences.

So, to resonate authentically with multicultural markets the Basic campaign would need even more than just the traditional subs and dubs of the general market’s work... We would need to approach the campaign with transcreational strategy.

By creating new work for potential HM and AA car buyers we added a lil’ swagger and genuine cultural nuance to ensure authenticity for our diverse markets, we gave the campaign more character without losing any of its charm.

I served as the art director and copywriter to provide my cultural insights as a creative color to expand on the campaign’s framework. My responsibilities included writing scripts, presenting across agencies, as well as clients to translate and provide context.