client
Nissan
project
Where's Brie?
disciplines
Strategy / Ideation / Live-Action Production / Editorial Original Music Creation / Branding and Design / Visual Effects and Finishing
task
The challenge was not simply to introduce a new vehicle but to craft an experience that transcended traditional automotive marketing. Nissan envisioned the Murano as a sanctuary on wheels, blending innovation and relaxation, and they needed a campaign that could bring this vision to life. The launch required a dynamic approach that would showcase the vehicle’s premium features while appealing to an audience seeking both cutting-edge technology and emotional connection.
To achieve this, Nissan partnered with DOMO to create a campaign that would reflect the Murano’s essence: a seamless harmony of luxury, functionality, and innovation. Brie Larson’s role as the face of the campaign added a relatable and charismatic dimension, inviting audiences to engage with the Murano on a personal level. With a focus on digital platforms and social-first strategies, the campaign sought to not only build excitement but also spark a deeper emotional resonance, positioning the 2025 Murano as the ultimate escape for today’s modern driver.
process
DOMO approached the campaign with a bold, cinematic vision that captured the dual nature of the Murano as an "Invigorating Oasis"—a space for both calm relaxation and playful energy. Director André Stringer brought this vision to life with a compelling two-part narrative: “Fantasy” and “Where’s Brie?”. The first segment transported audiences into a dreamlike oasis, where Brie Larson embodied the serenity the Murano offers. This transitioned seamlessly into the second segment, which brought Brie back to reality in a playful, high-energy exploration of the vehicle’s standout features. Through her charisma and relatable charm, Brie showcased key highlights of the Murano, such as its massaging leather seats, expansive panoramic moonroof, and dual 12.3-inch monolith screens, creating a narrative that was both aspirational and approachable.
To bring this vision to life, DOMO leveraged cutting-edge LED wall technology, enabling stunning transitions between serene landscapes and sleek showrooms. This innovative production design minimized logistical challenges while capturing authentic lighting reflections that accentuated the Murano’s aerodynamic design and luxurious details. Warm, golden lighting and minimalist aesthetics amplified the car’s sophistication, while Brie’s polished yet natural styling added a sense of relatable elegance. The seamless integration of these elements crafted a visually striking campaign that perfectly balanced the Murano’s premium accessibility and forward-thinking design.
The campaign launch unfolded across Nissan’s social media platforms with strategic precision, designed to maximize anticipation and engagement. It kicked off with a teaser titled “Revealing Tomorrow,” which built intrigue and excitement around the unveiling. The full reveal, “Where’s Brie?”, followed, inviting audiences to explore the Murano’s luxurious features as Brie humorously and enthusiastically discovered them herself. This approach resonated strongly with audiences, resulting in over 1.6 million views on the primary reveal video. On Instagram Reels, the teaser earned 447,000 views, 24,200 likes, and 211 comments, while the reveal post garnered 18,900 likes and 160 comments. These results highlighted not only the campaign’s digital impact but also its success in positioning the 2025 Nissan Murano as a sanctuary of serenity and innovation, inspiring viewers to reimagine their driving experience.