Nissan, Dare to Defy

To support Nissan’s “Defy Ordinary” platform, we were challenged to spotlight the lack of diversity in sports and raise awareness for the Possibilities Project, an initiative dedicated to breaking down barriers and making sport more inclusive for underrepresented communities.

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SOLUTION

a three-part documentary series on Prime Video, following brand ambassadors Richard Whitehead MBE and Adele Roberts as they uncover barriers to participation and work toward staging the most inclusive running event ever. Selected over pitches from major UK broadcasters, the project brought Nissan’s purpose to life through authentic, impact-driven storytelling.

We brought the idea to life beyond the series with a bespoke Fire TV and Amazon landing page experience. To deepen the storytelling, we created three behind-the-scenes advertorial films that explored each episode from a new angle, focusing on the real people, challenges, and impact behind the Nissan Possibilities Project. These extensions offered a more personal, purpose-driven layer to the campaign, connecting audiences to the heart of the story.

We extended the launch moment with a live Twitch stream, hosted by Dexbonus, on the night of the series premiere. Adele, Richard, and contributor Abi came together to watch key scenes and share personal reflections on their journeys, bringing raw emotion and authenticity to the conversation. The stream created a real-time, interactive space for the audience, reaching over 100,000 viewers and turning the launch into a shared experience.

  • 'It’s been incredible to bring the Possibilities Project to life so visually through making Dare to Defy with Dark Horses, Amazon Ads, Electric Robin and of course Richard, Adele and all the contributors. We’re very proud to support underrepresented communities through the Nissan Possibilities Project,'

    Fiona Mackay, Nissan GB Marketing Director

  • ‘Our work with Nissan, (...) on the Dare to Defy documentary exemplifies how brand-funded programming can authentically integrate important messages into compelling content.’

    Phil Christer, Managing Director, UK, Amazon

  • To have been a part of this long-form documentary series is something I will always look back on with great humility. To see how inclusion in sport can change a person’s life, puts into perspective the privilege many of us are completely unaware of having.'

    Steve Howell, Executive Creative Director at Dark Horses

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