NIO ET9

“If I want to visualize what a new car smells like, I would hire Tendril.” - Lee Irvine, Senior Manager at NIO

NIO is one of the fastest growing EV companies in the world and they came to Tendril to help with one of their biggest launches yet: introducing the NIO ET9 at NIO Day 2023, their annual keynote. The films, dynamic visuals and stills showcase NIO’s innovative technology in a sophisticated and elevated way. Zero distractions.

A Flexible Design System

The modular design also allowed for both flexibility and relevance in every touchpoint. From the main brand film, visuals for the keynote, and multiple moments for web and social, the end result was able to communicate the elegance of the ET9 everywhere it showed up.

Precision & Complexity

The objective was to direct the audience's attention towards the remarkable technical innovations introduced by the new NIO ET9. The emphasis was placed on showcasing the smart, electric vehicle and ET9 technology in a manner that resonated with audiences on a human level, while also being sophisticated, modern, and premium.

A Focused Visual Narrative

Through the strategic use of warm, natural lighting and carefully placed shadows, attention was focused on the key technology features. The aim was to foster a sense of connection, helping viewers relate to the innovative technology. For us, a vehicle can be more than just a machine, but an extension of oneself.