While I was at TBWA in the Digital Arts group, we were fortunate enough to work on one of Nissan's most ambitious initiatives: their transformation into a company focused on electric vehicles and zero emissions. Working directly with their marketing and PR directors in Tokyo, we were tasked with creating a cultural movement that associated the concept of zero emissions vehicles with the brand. Our group developed a wide and sweeping campaign called Journey to Zero - the idea was to tell the story about the cultural transformations leading up to the future of mobility.