After having some success with small trucks, Nissan decided they wanted to play with the big boys and launch a full-size pickup. When it came time to market this beast, the clients were adamant that we had to feel honest and truck-worthy. They wanted to "fit in before standing out." We told them they could do both. 

One of the first things we made for the campaign was the "data plate" element. Heavy equipment and work machinery have historically had a stamped plate listing all their specs and capabilities. By listing the Titan's numbers in custom plates, we gave them more cred, while keeping the layouts clean.