Desert safaris are the Middle East’s favourite pastime.

And the Nissan patrol is the car of choice for desert adventures of all types, from camping under the stars to dune bashing. But where there are humans, there is litter.

Nissan wanted to draw attention the litter people leave behind in the desert and its dangers.

A lesser documented environmental issue that poses a real threat to a fragile ecosystem and wildlife.

We crafted a unique visual metaphor of waves made from sand and waste.

The process creating these striking images involved a collaboration between Mid-Journey,

the latest image-generating tool, and best in class retouching by hand.

To bring to the surface an environmental issue too often ignored – desert pollution.

By drawing on the popularity of environmental messages that bring attention to the sea.

We were able to create breakthrough communication for a lesser documented cause.

The desert.

Our message was localized and targeted to the most relevant markets – desert goers during what is called desert season. When the temperatures cool down enough for people to head out for safaris by the masses.