In a powerful demonstration of authentic storytelling and Australian resilience, Imagination Australia partnered with Nissan to deliver the global launch of the All-new Navara. Transforming the epic, rugged landscape of Anstey Hill Quarry in South Australia, the event was a masterclass in experience design, fusing strategic business clarity with a global, immersive vehicle reveal that honoured the hardworking people who rely on the Navara every day.
Imagination was tasked to create an experience that was both locally grounded and globally significant. They needed to re-energise their dealer network, inspire media and reaffirm a bold future direction, all while launching a strategically vital vehicle, the Navara.
The experience had to go beyond a mere product showcase. It needed to connect authentically with Nissan’s core philosophy, Defy Ordinary, by celebrating its customers: the early risers, the hard workers, and the problem solvers of Australia and New Zealand. It demanded a stage as resilient and true as the vehicle itself.
We selected Anstey Hill Quarry, transforming the bedrock of South Australia into a powerful, symbolic stage. This was more than a launch; it was a physical, emotional manifestation of the Navara’s character – strength, endurance, and resilience.
The reveal sequence opened with an emotional tribute to the Australians who make this country proud every day: early risers, hard workers, problem solvers. This led to three minutes of spectacular projection mapping with custom CGI, transforming the quarry’s rock face, the size of half a soccer pitch, into a dramatic canvas. As the sequence reached its climax, the digital vehicle became physical, with the actual Navara emerging before the audience in a seamless phygital moment.
The two-day National Partner Meeting also immersed guests, including dealer principals, sales leaders, partners and media, in the brand’s future:
- Dynamic Drive: Challenging terrain experiences that put the All-new Navara and other vehicles to the ultimate test, along with immersive masterclasses and product deep dives
- Heritage and Future: The first in-person Australian appearance of the All-new Patrol alongside heritage storytelling at Patrol Park.
- Strategic Clarity: Business sessions that celebrated Nissan’s long-standing legacy in the Oceania region while signalling a bold, confident direction.
The entire experience was designed to honour the enduring spirit of the people who embody the ‘Defy Ordinary’ ethos. Alistair, Managing Director, Imagination Australia, explains the philosophy:
“Nissan asked us to create an experience that was authentic, emotional, and grounded in Australian life. The global launch of the Navara at Anstey Hill Quarry was more than a reveal; it honoured a way of life and reflected the brand’s commitment to Defy Ordinary.
The quarry became our canvas, embodying the toughness, endurance, and determination of the Navara and its drivers. Like the rock face itself, these are people shaped by hard work and determination. We brought Nissan’s bold vision to life with creativity and craft, making real the manifesto that ‘no algorithm can tow a boat, build a house, or cheer in the rain.’ This is true partnership, celebrating customers who are enduring, unbreakable, and always shaping themselves into something greater. Not built to show off, but to show up.”
The campaign was supported by a teaser content series of three films (highlighting heritage, design and testing) created for Facebook, Instagram, and YouTube, ensuring the emotional resonance extended far beyond the live moment.
This was our moment on the global stage, and Imagination delivered. They understood ‘Defy Ordinary’ as the platform of the Nissan Oceania brand strategy. The launch experience connected emotionally with event attendees and viewers alike and captured the spirit of both the vehicle and the people it’s built for.
Andrew Humberstone Managing Director at Nissan Oceania
This project, following our award-winning launch of the Nissan LEAF in Japan earlier in 2025, further cements Imagination’s role as Nissan’s experience design partner, demonstrating our ability to deliver authentic, emotionally resonant experiences that celebrate people as much as products.
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