Nissan Fairlady Z Brochure by Tomohira Kodama

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DESIGN DETAILS
DESIGN NAME:
Nissan Fairlady Z

PRIMARY FUNCTION:
Brochure

INSPIRATION:
This Heritage Edition is a model came back from 1997 to modern times. A perspective of heritage edition is developed with this inspiration. Dramatic impact from strong lighting is used to express the sense of time-travel, just coming back to the modern age from the past across time and space. And it pops up in the 3DCG virtual space where a bold design of the racing stripe is shown. We created this special graphic to be a suitable place for Heritage Edition to come alive again. The car is also reproduced with 3DCG using CAD data, instead of shooting a physical car. The latest visual technology is fully applied. The brochure features this special Z but we tried not to bring any retro feel even though our creative standpoint of view was “Heritage Edition”. Our goal was to create a perspective of modern sports car by utilizing the most advanced 3D visual technology.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Fairlady Z is a sports car with stable popularity both in Japan and North America even after nearly 50 has passed from its first release. A new 370Z Heritage Edition is now added to its lineup. This model is a remake of 280Z special decoration package design, which was popular in North America back in 1977, and has contemporary- arranged racing stripes. This brochure is created to feature this special Z without having too much retro-inspired aspect in the creatives. Our focus was to present the perspective of modern sports car. The overhead view image on the cover shows the racing strips boldly. Also the virtual space created by 3DCG demonstrates this new model is a remake design from 1977 but it came back as a modern sports car.

OPERATION / FLOW / INTERACTION:
In Japan, automobile brochures are considered as an incentive item for targeted customers. Therefore, a brochure must convey both emotional and functional qualities to the potential buyer. In general, there are two ways of obtaining a brochure: either by picking it up at a dealership, or by ordering it on the Internet. In Japan, even after purchasing a car the delivery period can stretch to three months. The brochure allows the new owner to obsess over his or her purchase and fantasize about driving it, while waiting for the car to be delivered.

PROJECT DURATION AND LOCATION:
The Nissan Fairlay Z 370Z heritage edition was launched in March 2018 Japan. The brochure was released at the same time and will be used until the model gets updated.

FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design

PRODUCTION / REALIZATION TECHNOLOGY:
Our main focus was to create a perspective of modern sports car while making people realized it as the Z at a glance, once popular in North America back in the latter half of 1970. We utilized the most advanced visual creating technology to make it happen. The location is 3DCG virtual space with a bold racing stripe, and a 3DCG vehicle created using CAD data is placed there. All of the elements, strong lighting to create impressions of time-travel, background lighting, reflections on the car and the floor, were created in the 3D space on the computer. A yellow body color represented Z at that time. Having a color combination of black stripe and yellow body is to pay homage to the Z.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Size: a 250-mm square with 58 pages. Perfect binding. This brochure uses FSC (Forest Stewardship Council) approved paper, which is made from thinned wood.

TAGS:
E-graphics communications

RESEARCH ABSTRACT:
None

CHALLENGE:
Our main focus was to create a perspective of modern sports car while making people realized it as “the Z” at a glance, once popular in North America back in the latter half of 1970. In order to live out this theme, we decided to use the most advanced expression technology fully. We needed to adopt a new way of doing things to create modern atmosphere. Usually a photographer shoots physical cars and a retoucher uses the data and Photoshop to create images. However a series of creative processes to create this brochure was done on the computer. The location is 3DCG virtual space with a bold racing stripe, and a 3DCG vehicle created using CAD data is placed there. All of the elements, strong lighting to create impressions of time-travel, background lighting, reflections on the car and the floor, were created in the 3D space on the computer. Different kinds of creative technics (setup of the material feel, light source and lens setup) are used in artwork development to create reality in a virtual world.

ADDED DATE:
2019-02-07 06:24:00

TEAM MEMBERS (1) :
Creative Director: Yasuyuki Nagato, Art Director: Naoya Miki, Copywriter: Iwaki Shiraishi, Mayu Oonishi and CGI: EGC D-PT/CG Creative

IMAGE CREDITS:
All image: BA2, EGC D-PT/CG Creative

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CLIENT/STUDIO/BRAND DETAILS
NAME:
Nissan Motor Co., Ltd.

PROFILE:
Nissan is a Japanese multinational automobile manufacturer headquartered in Nishi-ku, Yokohama, Japan. Since 1999, Nissan has been part of the Renault–Nissan Alliance, a partnership between Nissan and French automaker Renault. As of 2013, Renault holds a 43.4% voting stake in Nissan, while Nissan holds a 15% non-voting stake in Renault. Nissan Motor sells its cars under the Nissan, Infiniti, Datsun, and NISMO brands. Nissan was the sixth largest automaker in the world behind Toyota, General Motors, Volkswagen Group, Hyundai Motor Group, and Ford in 2013. Taken together, the Renault–Nissan Alliance would be the world’s fourth largest automaker. Nissan is the leading Japanese brand in China, Russia and Mexico.

NOMINATION DETAILS

Nissan Fairlady Z Brochure by Tomohira Kodama is a Nominee in Advertising, Marketing and Communication Design Category.

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AWARD DETAILS

Nissan Fairlady Z Brochure by Tomohira Kodama is Winner in Advertising, Marketing and Communication Design Category, 2018 - 2019.



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