NIO are a Chinese automobile company that wanted us to come up with a EU launch campaign. I don’t have to say that attracting new consumers in a region that is home to some of the world’s best cars is no easy feat. So despite being a great sustainable option, NIO needed to dial up the importance of their system integration and human first, car second features (they have built in perfume). But more importantly they needed a massive spectacle.

In world’s first, we’re going to bring together the incredible technology of NIO with one of the world’s best directors and biggest musicians, premiering a music video shot entirely with the NIO onboard cameras.