Bringing Brand Values to Life Through Experience

The Ask

As a global sponsor of Formula-E, Nissan wanted to do more than show up at the race. The opportunity was to create a cultural moment that extended the sponsorship, introduced Nissan’s vision for electric mobility, and connected with a younger, influential audience beyond traditional motorsport fans.

Our Point of View

We believed the most effective way to talk about the future of mobility wasn’t through specs or product demos, but through culture. By meeting audiences at the intersection of design, technology, and creativity, Nissan could introduce both Formula-E and the next generation of the Nissan LEAF in a way that felt relevant, progressive, and earned. Creating the right environment would allow that story to land naturally.

What We Did

Created a Cultural Counterpart to the Race
We developed Nissan Converge, a one-day festival that became the de-facto launch moment for Formula-E Brooklyn and a cultural introduction to the new Nissan LEAF. Rather than centering the event on racing, Converge framed electrification as a creative and cultural movement, giving audiences space to explore ideas at their own pace.

Curated a Cross-Disciplinary Program
Across ten hours of programming, the event featured keynote speakers, media-hosted panels, immersive art installations, and live performances. Artists including Marpi, Jen Lewin, Christopher Willits, and Dustin Yellin explored the relationship between creativity and technology, while progressive partners like Magic Leap and Beyond Meat added experiential depth. The day was intentionally paced to encourage discovery rather than overwhelm.

Designed for Scale and Ease
Converge attracted more than 7,500 attendees on site, while generating close to 20,000 RSVPs through targeted digital and social campaigns. Guest flow, wayfinding, and programming cadence were designed to feel intuitive and accessible, allowing large audiences to engage without friction. The expanded RSVP audience was captured and delivered to Nissan to support ongoing newsletter growth, retargeting, and future electric vehicle communications.

Built Experiences for Multiple Audiences
The festival balanced mass cultural reach with a refined VIP experience for Nissan’s key stakeholders, partners, and media. Distinct but connected environments allowed Nissan to build credibility with both consumers and business leaders within the same ecosystem.

Extended the Moment Beyond the Event
We created an ownable visual identity for Converge and deployed it across Nissan’s owned channels. Performance data and audience insights informed ongoing refinement of messaging and targeting, extending impact well beyond a single day.

The event concluded with a headline performance by internationally acclaimed band CHVRCHES, reinforcing Converge as a cultural moment, not just a brand activation.

"CONVERGE and Formula E racing allows Nissan the opportunity to highlight our leadership in the EV space and our commitment to moving people to a better world through innovative technology and Nissan Intelligent Mobility"

— Allyson Witherspoon, CMO, Nissan North America

Impact

Nissan Converge successfully reframed Nissan’s Formula-E sponsorship as a broader statement about electric mobility, creativity, and the future of transportation. By embedding the launch of the new LEAF within a thoughtfully designed cultural environment, Nissan didn’t just introduce a vehicle, it introduced a point of view.