Project: Tech That Moves Dads
Agency: Publicis Sapient
Role: Creative Direction
With: Greg Aldous & Urtzi Inurrita
Many drivers think the technology available in modern cars is useless or unreliable. With that in mind, we came up with a story to prove exactly the opposite, using a real-life situation that many people, especially parents, can relate to.
We tell the story of a dad summonsed in the middle of the night to pick up his daughter. Nissan ProPILOT (driving assistance technology) fulfills its role, keeping the tired dad safe and sound while "rescuing" his daughter after a heartbreaking night out.
The long version was a great exercise to challenge creatives to re-think the way we tell the same story in different mediums.
The real challenge was to compress 70 seconds into 15, engaging both passive and on-the-go viewers.