Nissan Kicks x Niki Buzz Music Journal Film

The compact SUV market is crowded, and the old Nissan KICKS struggled to gain traction. With its reimagined, sleek design and updated features, the all-new Nissan KICKS presented a prime opportunity to connect with trendy, stylish, city-loving young Asian Americans.

To bring the KICKS positioning - "The Expressive, Confident Vehicle Built to Energize Your Take on the City" - to life for Asian audiences, we partnered with 88rising, an influential AAPI artist-focused label. We developed a short documentary film featuring Gen Z artist NIKI to seamlessly integrate KICKS into a story of self-reinvention.

“The Buzz to Buzz,” a 12-minute music journal film launched in October 2024, documented NIKI’s journey of embracing imperfection and spontaneity while creating her new album Buzz. Set against the backdrop of Los Angeles streets and concert stages, the film captured NIKI’s reflections on turning small moments on the road into creative inspiration and her excitement about personal growth. The film also debuted two singles from her album, tying the narrative to the KICKS as a symbol of self-expression and urban exploration.

Music is a powerful medium for young Asian Americans seeking self-discovery and challenging societal expectations. Nissan KICKS positioned itself as a culturally relevant and empowering choice by championing its journey to forge unique paths and embrace change. The film subtly highlighted the vehicle’s key features, such as the Bose Personal Plus sound system, to resonate with the target audience.

Distributed as a collaboration post on Instagram and TikTok between NIKI and Nissan USA, along with 60—and 15-second cutdowns for paid social and programmatic ads, the campaign generated significant engagement and positive sentiment. Key metrics included increased brand awareness, high video viewership, shares, and comments. The partnership with 88rising amplified Nissan KICKS’ cultural relevance, fostering meaningful connections with young, trend-conscious consumers.

This campaign elevated the Nissan KICKS brand perception, driving interest and consideration and strengthening its position as a top choice in the competitive compact SUV market.