Power, Precision, and Icelandic Landscapes: Behind the 2016 Nissan GTR Commercial

Bui Baldvinsson
Sep 5
3 min read

Behind the 2016 Nissan GTR Commercial

In 2016 I had the amazing opportunity to be a part of one of my dream projects come true, and to top it all. It was also my first car commercial I produced after officially starting my company Hero Productions. Privilege of producing one of the most ambitious automotive commercials to ever hit Iceland’s roads was real honour. The star: The iconic Nissan GTR. The mission: to showcase its raw power, agility, and style against the backdrop of Iceland’s otherworldly terrain. Behind the 2016 Nissan GTR Commercial The team behind this amazing project. Production Company: Serious Pictures TBWA Producer: Donnie Masters, PM: Bui Baldvinsson Director: Walter Campbell, DOP: Ben Joiner & Oliver Millar Executive Producer: Kwok Yau, Agency: Reiko Mori

Nissan GTR parked on a road with a rugged, grassy landscape and rocky hills in Iceland under a cloudy sky.

The Vision

Nissan wanted a film that wasn’t just about speed, but about emotion, engineering, and raw environment. Iceland offered the perfect stage: black lava deserts, winding mountain roads, and rugged coastlines that mirrored the duality of the GTR — both beauty and beast. Easy task for our location manager to locate the stunning locations perfect for this shoot. Well to be fair, Iceland offers mind-blowing locations for vehicle shoots like this this. Making the decision easy for everyone. Behind the 2016 Nissan GTR Commercial

Nordurflug red helicopter hovering low over a rocky, mossy landscape with dramatic gray clouds and distant hills in Iceland

Logistics & Locations

Working hand to hand with the logistic import company Jonar Transport and our hands on contact there Doddi that has been overseeing almost every import to Iceland regarding the film industry, and now for the GTR was crucial. By trusting and allowing Hero Productions to provide the logistic collaboration with Doddi brought the vehicle to Iceland in record time and with out any implications.

The production took place across multiple locations on the Reykjanes Peninsula, each chosen for its unique cinematic qualities. Locations were selected keeping travel distance between the locations with easy access and full control of the road and environment.

Blue Mountain Road (Bláfjöll)
A winding mountain road was ideal for showcasing the GTR’s cornering power.
Lake Kleifarvatn
With sweeping coastal roads hugging the water, this site was perfect for high-speed tracking shots.
Sandvík Road Lava Field.
Rugged, isolated stretches provided long, uninterrupted runs for speed sequences. The coastline backdrop emphasised the car’s sleek silhouette against black lava horizon.
South Coast Mossy Lava Fields
An iconic Icelandic setting, where the GTR’s orange body contrasted with the deep green moss and volcanic rock.
Grindavík Cliff / Quarry
This dramatic location hosted the most intense sequences, with smoke effects, pyrotechnics, capturing the GTR in a raw volcanic landscape.

Setting up camera equipment for the Nissan GTYR on a remote road, mountainous landscape in the background, clear sky in Iceland

Tools of the Trade

Filming a car like the GTR meant going beyond standard equipment, yet keeping things simple. Here we combined Russian Arm camera rigs on a tracking vehicle and aerial units provided by Norðurflug and the amazing pilot Jón Spaði to keep up with the GTR’s crazy acceleration.

Russian Arm rigs mounted on SUVs to track the car at high speeds.
Helicopter cinematography, ensuring sweeping, dynamic aerial perspectives.
Practical effects — smoke, sparks, and atmospheric elements.
Camera support Provided by Kukl the main EQ rental in Iceland.

Setting up the SFX and laying the smoke for the quarry scene.

Challenges on Set

Weather: Iceland’s rapidly changing skies kept the crew on their toes. Sunshine, rain, and fog could arrive within minutes. But once again the gods of Valhalla were with us and provided perfect weather and conditions.
Logistics: Moving a high-performance supercar between remote basecamps and roads demanded almost military-level coordination. The GTR was not open for the public to see. Using enclosed trailer for transporting the vehicle from our secret warehouse to our location was crucial.
Control: Full control of the roads and government permits to close the filming roads with our location team helped us keeping everyone safe and the GTR a hidden secret.
Safety: Coordinating stunts, helicopter flyovers, and pyrotechnics required precise timing and collaboration with local authorities. And with our experienced team was a walk in the park.

Film crew creating smoke effects on a volcanic landscape for the Nissan GTR commercial

The Result

The finished commercial delivered exactly what Nissan envisioned — the spirit of the GTR unleashed in an environment as wild and uncompromising as the car itself. For Hero Productions, it remains one of our most iconic achievements: a fusion of technical expertise, logistical mastery, and cinematic storytelling.