Nissan teams up with Warner Bros for release

Nissan is changing gears, and it's not what you think. As the much-anticipated release nears of The Dark Knight Rises, the autommaker is taking advantage of all the excitement by teaming up with Warner Bros. to advertise the Nissan Juke. This marks the latest installment for the Juke's Built to Thrill campaign, which broke on TV and cinemas on June 11th. Possibly the centerpoint of the new partnership and resulting campaign is the print creative—drawn up by none other than renowned illustrator and storyboard artist for the movie, Gabriel Hardman.

The print creative revolves around a custom-drawn image by Hardman of Batman's silhoutte, with his all-important mask formed by the Nissan Juke. However, new media can only be kept at bay to such an extent: in addition to the print component, Nissan is also incorporating Blippar technology for iPhone and Android users, in hopes of temporarily augmenting the reality of the ad itself. By dowloading the Blippar app, the illustration becomes interactive, showcasing the dark figure as it turns into a group of bats and scatters across the screen before taking the shape of the Nissan Juke; all-in-all it's an innovative move for the automaker. The film itself will premiere in cinemas on July 20th.