All-New Navara Global Launch

Defying the ordinary with an experience designed to honour the enduring spirit of Australia

In a powerful demonstration of authentic storytelling and regional resilience, Imagination partnered with Nissan to deliver the global launch of the All-new Navara. Moving beyond traditional automotive marketing, we transformed a working quarry into a symbolic stage to celebrate the people the vehicle was built for: the early risers, hard workers, and problem solvers of Australia and New Zealand.

Nissan needed to re-energise its dealer network and inspire global media while launching its most strategically vital vehicle, the Navara. The brief demanded an experience that was both locally grounded and globally significant, reaffirming a bold future direction for the brand.

The experience had to go beyond a mere product showcase; it needed to connect authentically with Nissan’s “Defy Ordinary” philosophy. It required a stage as resilient as the vehicle itself to resonate with a core audience of hardworking professionals who demand endurance.

52 metres of pure adrenaline

We selected Anstey Hill Quarry, transforming the bedrock of South Australia into a powerful, symbolic stage, crafting a physical manifestation of the Navara’s character. The reveal opened with an emotional tribute to the “hard workers” of the region, leading into three minutes of spectacular projection mapping across a rock face the size of half a soccer pitch.

Seamless ‘phygital’ storytelling

As the CGI sequence reached its climax, the digital vehicle became physical. In a seamless “phygital” moment, the actual Navara emerged directly from the projected landscape before the live audience. To ensure this emotional resonance extended globally, we produced a teaser content series highlighting heritage, design, and testing for Facebook, Instagram, and YouTube.

Testing the limits

The reveal was followed by a two-day National Partner Meeting where the terrain of South Australia became a literal testing ground. Dealer principals and media put the Navara through challenging off-road experiences, supported by immersive masterclasses and the first Australian appearance of the all-new Patrol at “Patrol Park”.

For the audience

The launch provided an authentic, emotional experience grounded in the reality of Australian life. By using Anstey Hill Quarry as a canvas, we created a deeper emotional connection between the guests and the brand, positioning the Navara not just as a tool but as a partner in their determination and lifestyle.

For the brand

Nissan successfully moved from product-focused messaging to emotion-driven storytelling, generating massive brand optimism across its dealer network. The event established a new benchmark for how Nissan engages with its Oceania audience, fusing strategic business clarity with a globally relevant, immersive vehicle reveal.