While most brands are scrambling to go viral, Nissan stopped trying to be Gen Z and started platforming them instead.
TBWA\Chiat\Day NY has created a social editorial series, #NissanNights, a three-part editorial series designed to meet Gen Z where they are. The campaign features a group of rising creatives across music, fashion, and photography, sharing their ambitions and artistic identity. The series explores what drives the next generation of culture-makers with the Nissan Sentra playing symbolising their forward momentum.
Stylistically, the campaign takes inspiration from fashion and music campaigns. It’s designed to feel internet-native, using authentic cultural proximity to align Nissan with what’s actually resonating today, instead of simply trying to mimic it.
Every episode features a unique creator or artist pushing the boundaries of their artistry and redefining today’s culture, delivering a raw, unfiltered monologue straight to camera about identity, ambitions, and how the creator navigates the world. The Nissan Sentra becomes a backdrop for authentic human narratives – not entirely with natural grace. The “advertising” does peek through.
Episode 1 – Nasir Figueroa: Nasir is a Bronx-born creative working across fashion design, modelling, photography, and digital storytelling. Known for documenting his creative journey via his self-styled looks, upcycled garments, and highly consistent content.
Why Nasir? Nasir represents a new generation of self-made creatives, using fashion and content creation as vehicles for identity, self-expression, and purpose.
Episode 2 – Vivian Kim: Vivian is a California-born, New York-based photographer and director whose documentary-style imagery has made her a defining voice in contemporary youth culture. Her artistry blends fashion, music, and everyday life through an intimate, filmic lens.
Why Vivian? Vivian captures everyday moments with emotional honesty, creating visual stories that feel authentic rather than overly produced. Her work reflects the grounded, human storytelling shaping culture today.
Episode 3 (finale) – sadie: sadie is a New York-born singer, songwriter, and producer crafting an emotionally raw take on experimental pop—blending bedroom-pop with hyperpop textures, organic instrumentation, and introspective songwriting. Her original song, Better Angels, from her debut album of the same name is featured in her #NissanNights episode.
Why sadie? sadie embodies a new wave of genre-defying artists pushing beyond traditional music conventions. Blending hyperpop influences with organic instrumentation and introspective songwriting, she’s earned recognition from outlets like Pitchfork and Stereogum while cultivating a dedicated fanbase through authentic, internet-driven discovery.
The social videos will live on @NissanUSA social channels across Instagram and TikTok. Supporting content will include editorial photography and BTS content from Nasir and crew member, Nica Fazio, a G&E/content creator who worked on the production.
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