I Wrote the Lines and Designed the Signs—Building Nissan’s Basic from the Inside Out
Sometimes, you don’t want to just contribute to a campaign—you want to build the world it lives in. That was the vibe with Nissan’s “Anything But Basic.”
I stepped into both art director and copywriter shoes for this one, shaping the tone of voice and the visual universe that made the campaign feel real. From the way the characters spoke to the layout of the city they lived in, every detail was intentional. It wasn’t just “let’s make a car look cool”—it was, “how do we make this EV feel like it belongs in your world, not someone else's vision of one?”
There’s a certain magic that happens when you’re allowed to be both the visual architect and the verbal one. And Nissan’s team gave me the space to do both. Working alongside the creatives at Fluent360 and Nissan United, I helped infuse the “Town of Basic” with culture, character, and clarity. We weren’t just making assets—we were making atmosphere.
If you’ve ever wondered what happens when an EV campaign stops playing it safe? This is it.
