Acura NSX
How do you bring an icon to life — for people who may never even see one in person?
The Acura NSX isn’t just a supercar.
It’s a revolution — precision-engineered to be driven every day, not just admired from behind velvet ropes.
But most people will never own one.
Many will never even see one.
We set out to change that — by creating an experience that made the NSX feel tangible, personal, and unforgettable.
Dream It. Explore It. Own It (If Only In Your Mind)
We built an immersive digital playground for NSX fans — and for dreamers everywhere.
Highly visual. Deeply interactive.
The experience invited users to explore every detail of NSX design, engineering, and soul — at their own pace, in their own way.
Playful customization tools let fans build their dream NSX, share it with friends, and save it for later — keeping the dream alive, even if ownership stayed just out of reach.
Because if you can't drive it today, you can still live it.
The Result
The NSX experience won multi-category Addy Awards in 2017 — but more importantly,
it sparked a new kind of relationship between the car and its fans.
It wasn’t about fantasy.
It was about connection.
About keeping the NSX alive not just in garages — but in imaginations everywhere.
Creative Leads
Russell Hampton (Experience CD), Courtney Ward (CD - Design)