The Nissan Z range is legendary and has a loyal, almost cult following. These male car enthusiasts we were talking to pride themselves on their knowledge of cars and their performance capabilities. They want to boast to their mates about what their favourite car can do.

Therefore, to launch the latest model of the 370Z the client wanted us to demonstrate just how exhilarating the car could be.

We wanted to reflect the different facets of the idea in our design. The exhilaration scale, for instance, inspired our use of the heart rate visual pneumonic as a key element.

And as this was an experiment of sorts, we wanted the site to borrow visual cues from the science and laboratory fields. From a user experience perspective, we wanted the site to have an untraditional flow and feel very organic, as though the user is exploring and panning around the test results.To represent the spirit of Zen, we also made the site scroll in a unique way - from bottom to top, ascending from light into darkness.

Zen to Z raised the exhilaration levels of our target audience:-After just 8 weeks we exceeded sales targets by 85%-Up 47% from same time last year-We more than doubled the industry dwell time onsite, meaning consumers engaged with our brand for almost 6 minutes