Nissan was a sleeping giant in Thailand—built on a legacy of challenging the norm, but no longer showing up that way.
We reconnected the brand to its DNA, leading to YES! Nissan—a simple, optimistic platform that brought back boldness and intent. The shift was clear: stop playing safe, start making people feel again.
The impact showed with the Nissan KICKS. In a crowded EV market, it offered something different—a 100% electric drive powered by gasoline. No range anxiety. Just pure drive. Sales surged, and the film reached 25 million views in under a year.
When a brand finds its truth again, everything moves.
25M views in a year. We’ve certainly piqued people's curiosity about e-POWER. 👍
Alongside KICKS e-POWER, the transformation extended across the lineup—including pickups, where Nissan’s story in Thailand began.
We stayed true to that DNA: durability, resilience, and a no-nonsense attitude shared by both the vehicles and the people who drive them.
Under Ton Prompt Lui—“Durable and Ready for Anything”—we brought in real voices who live that spirit, from Songkran Rangsan to Tawanchai PK Saenchai and others who rebuilt their lives through adversity.
Durability isn’t just built into the truck. It lives in the people behind the wheel.
Created at Nissan United
People Rarely Remember Features First
Across five countries and millions of drivers, the strongest ideas were still the most human.
Before founding HiCL, I was Chief Creative Officer at Nissan United Thailand, working closely with the Nissan International Business Unit (NIBU) on campaigns across Southeast Asia.
One thing regional work taught me is that while cultures may differ, people are often more alike than we think. The challenge is finding a human truth strong enough to travel across markets.
For the Nissan Serena e-POWER launch, many ideas were explored. The one that ultimately won was the simplest: a young girl using her time inside the Serena to prepare for
a school performance. Inspired by a reality familiar across Asia, where families spend countless hours in traffic, the story showed how the car became part of everyday family life.
A similar approach guided our work on the Nissan Navara PRO-4X. Rather than leading with features, we focused on how the vehicle could help people navigate everyday situations with greater comfort, confidence, and ease.
Both projects reinforced the same belief: people don't experience products feature by feature. They experience them through moments.
People rarely remember features first. They remember how a brand understands them.