This June, Imagination redefined the EV conversation with a globally integrated campaign, positioning the all-new Nissan LEAF as more than just another electric vehicle, but rather as a bold statement of optimism, smart living and innovation, powered by positive energy.
Led by an integrated team of Australian and US-based Imagineers, and delivered in close partnership with Nissan’s global team in Japan, the project represents a significant international collaboration across strategy, creative, and production.
Tasked with launching the third-generation Nissan LEAF – one of the brand’s most iconic and strategically important vehicles – Nissan challenged us to deliver a campaign that disrupted the ordinary. They wanted something that would restore confidence, reignite excitement, restore cultural relevance and spark positive energy around the brand.
We responded with a bold global strategic platform: Positive Energy. More than just a campaign idea, it was a deliberate and timely repositioning of what the Nissan LEAF represents. At a moment when global optimism feels at an all-time low and the EV conversation has grown increasingly contentious and in some cases, uninspiring, Positive Energy was our answer to reinvigorate both the category and the brand.
The platform reframed the LEAF not just as an EV, but as a symbol of what’s possible when technology is designed to serve real customer needs, bringing joy, confidence and capability into people’s everyday lives. LEAF is not just a car with an electric powertrain, it’s a mobile power station, an enabler of smart living and a source of positive momentum in a world that needs it.
From that platform, we developed the campaign idea: The Power to Move You. A statement of dual meaning, celebrating the literal power of electrified mobility and the emotional power to uplift, energise and inspire. It became a rallying cry that repositioned the Nissan LEAF as more than transportation, but a symbol of optimism and forward movement, powered by purpose and possibility.
This idea came to life through a visually striking suite of video content:
- A 90-second hero reveal film
- A ten-minute interview-style extended feature
- Social teasers and behind-the-scenes content
Filmed in Japan at Ashikaga Scramble Studio, a scale replica of Tokyo’s iconic Shibuya Crossing, we reimagined the space as a vibrant, near-future city powered by the all-new Nissan LEAF. The visuals celebrated movement, colour, and positivity, contrasting sharply with the often-muted tones of traditional EV advertising.
Watch the films here:
To embody the values of innovation and human connection, we cast a diverse and globally relevant group of brand ambassadors and content creators:
- Emelia Hartford (USA): Influencer and car builder
- Chris and Julie Ramsey (UK): EV adventurers
- CDK Dance Company (Netherlands): Contemporary movement artists
Each creator brought their own authentic energy and passion, reinforcing the campaign’s emotional and aspirational core.
Imagination led every aspect of this full-service global campaign from concept through to execution. Our responsibilities included:
- Strategic development of the Positive Energy reveal platform
- Creative ideation around the theme “The Power to Move You”
- Writing, directing and producing the hero and feature films
- Choreography and narrative design to ensure maximum impact
- On-the-ground production in Japan, in collaboration with: Y’s Production – Tokyo, CDK Dance studio – Netherlands, Brut – creator management
- Post-production in Australia, in collaboration with: Cadre Pictures (VFX and onset supervision), Mr Fox Production (Offline and online editing), Squeak E Clean (Sound Design, Music)
- Content creator partnerships and management
- Global rollout across Nissan and creator channels
The all-new Nissan LEAF is all about moving people positively in every sense, emotionally and literally, and this launch really brought that to life. Imagination’s ‘Power to Move You’ bold and creative idea felt fresh and true to Nissan’s DNA – dare to do what others don’t. Everything just clicked, the collaborators, the energy, the production. It was a genuine pleasure and fun working with such a passionate, committed team, and the response to the launch so far has been amazing.
Cedric Ratinaud Director, Creative and Campaigns, Global Communications at Nissan Motor Co., Ltd
The campaign officially launched with a behind-the-scenes teaser on June 12, followed by the full global reveal on June 17, 2025, across Nissan’s Global YouTube channel and digital platforms.
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September 17, 2024