The Nissan Z is a legendary sports car. But they hadn't made one for several years. So once they announced the Z would be returning, the anticipation was insane. And we knew the launch campaign needed to be something special. Chiat had dozens of teams working round the clock. And all the work was just painfully obvious. So we decided to do something crazy: Let's only show this blazing sports car in still photos. 

We wanted to capture all the emotions that comprised the Z in a series of frozen moments. Lust, love, power, passion, speed, fear and joy -  all right there, still in time, waiting for someone to experience it for real. 

We commissioned some of the world's legendary photographers to capture this iconic car. And years later, of all the Nissan work I've done, this is by far my favorite.

The print used beautiful black and white photography to explore the emotional side of owning, driving or wanting a Z. We wanted the ads to feel like art and connect with people on a deeper level.

Everyone who saw the new Z wanted one. So for outdoor, we just let its badassness shine. Someone once told me the jumping Z shot said everything that every needed to be said.