Nissan United and TBWA Paris tell Formula E story
Nissan United, together with TBWA Paris, has released a brand documentary focused on Nissan’s journey to a Formula E World Championship title, using long-form storytelling to frame a broader communications campaign.
The twelve-minute film, titled Last to Legends, explores the evolution of the Nissan Nismo Formula E team, tracing its progression from early setbacks to championship success.
From sporting failure to strategic reset
Rather than presenting a technical overview of Formula E, the documentary centres on moments of uncertainty and decision-making within the team. It revisits a period marked by repeated losses and the departure of lead driver Oliver Rowland, positioning these events as catalysts for reassessment.
Romain Staropoli features prominently in the film, reflecting on the internal questions and strategic choices that reshaped the team’s direction and competitive approach.
The project forms part of a wider campaign developed by Nissan United and TBWA Paris, built around an integrated communications ecosystem. The documentary acts as the anchor, supported by content distributed across customer relationship management channels, the Nissan website and social media platforms.
The agencies positioned resilience as a central theme, using the team’s sporting narrative to frame broader brand values and create continuity across formats and touchpoints.
Formula E as a platform for brand narrative
By focusing on transformation rather than performance metrics, the campaign uses Formula E as a backdrop for a more reflective brand story. The approach moves away from conventional motorsport communication in favour of a narrative-driven format that foregrounds learning, adaptation and collective effort.
Last to Legends is intended to demonstrate how long-form content can be deployed within a broader communications strategy, linking storytelling, digital assets and ongoing audience engagement.
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