Nissan wanted to reach younger car buyers with a series of web films that showed off the smart, stylish, and well-engineered features of their vehicles. But instead of a traditional product demo, the brand needed something that felt character-driven, funny, and culturally tuned-in.

When it comes to cars, nobody notices the little things quite like professional auto detailers. They sweat every seam, surface, and spec. So if we wanted to spotlight the finer points of a Nissan, why not do it through the eyes of people who are obsessed with details?

We created a series of spots featuring a seasoned Master Detailer mentoring his eager young apprentice, Jay. Each episode zeroed in on a specific Nissan model and feature—from interiors and audio systems to backup cams and under-the-hood details—with a mix of reverence, comedy, and slightly unhinged enthusiasm. It was a love letter to the little things—and a smart way to make Nissan’s features feel both fun and finely tuned.