Brief:
Nissan wanted to launch the all-new Magnite in Saudi Arabia to a young audience—Gen Z and Gen Alpha. The challenge was to position the car as an affordable, reliable, and stylish SUV while making it culturally relevant to Saudi youth, who are defined by their energy, creativity, and passion for doing things their own way.
Idea:
We built the platform “Ignite Your StreetSmarts”a campaign powered by content creators who embody the spirit of the new generation. From walk-arounds that merged car features with gaming, comedy, music and lifestyle worlds, to social activations and on-ground teasers, we placed the Magnite at the heart of youth culture. The result: a launch that didn’t just introduce a new car, but a new way of thinking about affordable SUVs in the region.
HERO FILM
For the launch of Ignite Your StreetSmarts, we brought together four of the region’s most recognized Gen Z voices: Maydooda (musician), Jouman (lifestyle creator), Bashar (gamer), and Rohit (comedian). Each imagined how the ad should look if it were told in their own style, bringing their unique flavor, interests, and creativity to the film. And just when audiences thought they’d seen it all, we dropped an unexpected twist that made the Magnite hero film as entertaining as it was unforgettable.
INTRO FILM
For the launch of Ignite Your StreetSmarts, we brought together four of the region’s most recognized Gen Z voices: Maydooda (musician), Jouman (lifestyle creator), Bashar (gamer), and Rohit (comedian). Each imagined how the ad should look if it were told in their own style, bringing their unique flavor, interests, and creativity to the film. And just when audiences thought they’d seen it all, we dropped an unexpected twist that made the Magnite hero film as entertaining as it was unforgettable.
Credits:
Executive Creative Director: Frederico Roberto
Creative Lead/Copywriter: Ayman Shehade
Art Director: Rijin Kunnath
Account Manger: Ahmad Noor
Account executive: Ray Oghgassian
Agency: TBWA/Raad©2025
Production house: Rush
Executive Creative Director: Frederico Roberto
Creative Lead/Copywriter: Ayman Shehade
Art Director: Rijin Kunnath
Account Manger: Ahmad Noor
Account executive: Ray Oghgassian
Agency: TBWA/Raad©2025
Production house: Rush
Consideration FILMS
We produced separate films with each content creator, Maydooda, Jouman, Bashar, and Rohit, tailored to their unique style. Each version was targeted to audiences by interest, ensuring the Magnite spoke directly to gamers, music fans, lifestyle seekers, and comedy lovers in their own language.
Credits:
Executive Creative Director: Frederico Roberto
Creative Lead/Copywriter: Ayman Shehade
Art Director: Rijin Kunnath
Account Manger: Ahmad Noor
Account executive: Ray Oghgassian
Agency: TBWA/Raad©2025
Production house: Clandestino
Executive Creative Director: Frederico Roberto
Creative Lead/Copywriter: Ayman Shehade
Art Director: Rijin Kunnath
Account Manger: Ahmad Noor
Account executive: Ray Oghgassian
Agency: TBWA/Raad©2025
Production house: Clandestino