Directed by Dax Martinez-Vargas and produced by Reform School, the Nissan 2023 March Madness campaign captivated sports fans with a series of six dynamic spots. Conceptualized by the renowned agency TBWA/CHIAT/DAY, this imaginative campaign featured a fictitious highway called the Road 2 Final 4. Fans, mascots, and notable personalities like Candace Parker and Kenny Smith journeyed toward the NCAA Final Four, showcasing Nissan’s range of cars and SUVs in a spirited and engaging narrative.

The challenge of these commercials was to blend creative comedy with ample screen time to highlight both the interior and exterior features of the Nissan vehicles. As the director, Dax ensured the comedic elements and product features were seamlessly balanced, crafting each spot to be both entertaining and informative.

Renowned cinematographer Neil Shapiro, known for his high-profile automotive work with BMW and Mercedes, lent his expertise to the project, ensuring every frame was shot with precision and flair. The campaign was shot over six days in Los Angeles, CA, capturing the essence of the journey to the NCAA Final Four.

The spots reached millions of Americans during the broadcasts of the NCAA Final Four, ensuring significant exposure and engagement from a captivated national audience.