Agency: Critical Mass

Client: Nissan

Director: Jason Zada

Production: Mssng Peces, Dimension Studios

To debut a car that you couldn’t see in person, Nissan worked with Critical Mass to create a virtual car tour for the Meta Oculus Quest2 VR headset using Unreal Engine with CAD files of the car to create a unique world that translates the interior of the car to a living room experience. Using the unique details of the vehicle as our design inspiration, we crafted an experience where we transport you to the inside of the vehicle that is designed to resemble a living room in your home.

My role was to take the initial concept and work find the right production company to bring it to life. Critical Mass brought me on initially to work on this project before I took the role as SVP, Global Director of Creative & Technology. I had the opportunity to work again with the Director Jason Zada again along with Tribeca Entertainment’s production company Mssng Peces. I previously worked with Jason Zada on the award-winning Pokémon & Post Malone music video, also done in Unreal Engine.

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Creator Content

Because of the global supply shortage caused by COVID-19, Nissan was unable to bring their new EV, the Nissan ARIYA, into showrooms. To help generate awareness, and in turn, pre-orders, we developed a virtual walkthrough in VR using Unreal Engine and available exclusively in Meta’s Quest2 headset. 

VR let reservationists “drive” the new Ariyas they’d ordered virtually and put would-be test-drivers behind the wheel, sans dealer. It also positioned Nissan as a tech-leader, paying off on the brand’s “thrill” promise.

Then, we took the experience to the mass market. Anyone could download the VR app, try it out in social media, in 360 videos, and on site product pages – proving that you don’t have to drive (or even see) an Ariya in real life to know how one looks and feels.



Chief Creative Officer: Valeria Carlson

Executive Creative Director: Steve Savic

Executive Creative Director: Jordan Mowbray

SVP, Global Director of Creative and Technology: Alexander Rea

Associate Creative Director: Martin Lavoie

Associate Creative Director: Ryan Angelinetta

Copywriter: Peter von Sass

Agency Producer: Sarah Pidgeon

Agency Producer: Gene Ho

Director: Jason Zada




I asked him to make something fairly impossible and gave him no room for compromise. He and his team figured out a way to do that.


McCann New York

He can be a real asset when amazing but complicated things need to get done.

Executive Creative

Serviceplan/Pereira O'Dell

Alexander had an impressive ability to explain complex ideas and functionality clearly & calmly.


Critical Mass

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Executive Creative & Technology Director
Global Director of Creative & Technology
Critical Mass
Head of Creative Technology
CTO, Innovation & Emerging Platforms

Any questions, comments, or general inquiries? You can also find me on LinkedIn.


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