"Our task was to not just come in here and say here's the car for you tuner guys," says Chiat ECD Rob Schwartz. "We wanted to have something that was a little more gentle, a little more of a discovery campaign." The film and car have been teased in print for several months with anime-style ads and a kanji tag that translates into the message, "Introducing the serious energy racer with Nissan performance." "This work shouldn't alienate anybody," Schwartz says. "But I think where it succeeds for the niche guys is that it's not only true to what they know about Japan and Japanese culture, but it's also very cool." And the film comes to an ambiguous conclusion with the specs still in the wrong hands, leaving plenty of room for a sequel.
Additional agency credits to co-CD Chris Graves, art director Bill Hornstein and copywriter Michael Collado. Production credits to animation houses Vinton Studios and Celluoid Studios, to Rhythm & Hues for compositing, and to Stimmung Sound for sound design.