'Wanna play?' Nick Bakshi, Creative Director at BETC, creates a world of fun for the all-new Citroën Ami in an explosive campaign
Nick Bakshi is an internationally award-winning American creative director living and working in Paris. He has been supporting the creative team at BETC for almost two years. During his career, he has worked at agencies in the US, France, and Italy for brands such as Coca-Cola, Heineken, Duolingo, Netflix, and Citroën.
As creative director for Citroën's new campaign, Nick Bakshi has created a world of fun: "Wanna Play?" – an explosive and exciting campaign for the brand-new Ami model. Compact, electric, and full of character, the Ami represents a reinterpretation of everyday mobility. The campaign depicts a woman getting into her Ami after a long day exploring the city. She steps on the accelerator and poof – a new superpower is unlocked as her world explodes into bright bursts of color. Obstacles dissolve into confetti, the city becomes a playground – then another Ami appears, and the adventure begins again.
"I hope this spot is as fun to watch as it was to make. We literally spent hours creating color combinations of confetti and throwing them in the air like children to see what they would look like in an explosion. It's a very special job we do!" says Nick Bakshi to GoSee.
Citroën France and BETC Turn the city into a playground and the countryside into confetti
The confetti comes to life thanks to Antoine Moulineau and the VFX artists at LIGHT, responsible for blockbusters like The Dark Knight and Sinners. After countless tests and the perfect fusion of practical effects and digital artistry, a world emerged that feels both incredibly real and wonderfully fun.
Music also played a central role in the campaign: the team chose Tukuntazo by El Cherry Scom x Haraca Kiko x Tokischa, a modern track that perfectly captures the mood. “The goal was to make a commercial that people would want to Shazam,” notes Nick Bakshi, BETC Creative Director. “We knew we had the right track when after 100 hours locked in the edit room with it, we still weren’t sick of it,” says Nick Bakshi.
This latest work builds on Citroën's successful series of boundary-pushing campaigns, including The Revolution for the ë-C3 and The Alien for the ë-C4, which combine surreal environments with gripping, emotional storytelling.
Here we present the Alien video for the ë-C4 and The Revolution for the ë-C3, for which Nick Bakshi also served as Creative Director.
AN OUT-OF-THIS-WORLD CAMPAIGN: Citroën's new ë-C4 campaign proves that when it comes to comfort, there's no force in the universe that can resist.
New Citroën ë-C3 100% electric, the Revolution has begun
More work by Nick Bakshi via betc.com and nickbakshi.com
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