Nobu’s Garage | Acura

co-creative lead, associate creative director, MullenLowe, 2023

A Disneyland-style installation and content series celebrating the cultural legacy of a diehard motorsports fandom right outside the Grand Prix racetrack? Not what you’d expect, but Acura prides itself on being a challenger brand. Building off the runaway success of the original anime series Chiaki’s Journey, we brought the character uncle Nobu’s garage to life at Acura Grand Prix of Long Beach. Intricately designed with details from the series, tokens of Acura history and the all-new racing-inspired Integra Type S, Nobu’s Garage was a hit with fans on social and on the ground alike. Within a week, the garage, along with the second season of Chiaki’s Journey, brought 25k new fans to Acura’s Instagram.