Mazda
Role
- Concept
- Creative Direction
A New Era of Mazda Begins
Mazda is a legacy brand with a rich history behind it. The launching of Mazda’s seventh-generation vehicles will mark their entry into the premium category which brings the challenge of changing the world’s perception of the brand.
Mazda’s audience believes that experiences and brands should have a greater purpose that inspires them before they will consider. This campaign came to change their perception, allowing them to see Mazda as an authentic and artful brand, designed with a purpose and with the goal to inspire them.
As a SVP creative director, I led and managed the creative teams, also the Mazda marketing directors into the biggest car launch in Mazda’s history.
I wanted to create a campaign that re-introduces Mazda through an inspiring and uplifting story about what driving the new Mazda3 feels like. This is the beginning of a new era for Mazda as a premium brand that builds beautiful cars that evoke an emotion in the driver.
“We don’t design cars to a spec sheet, we engineer to a feeling.”
– Mazda’s philosophy
visuals &
story
TONE & FEEL
celebrate humans, their feelings, their stories and use Mazda to uplift their journey
Just like the car itself, these are the stories that make Mazda unique. These are the philosophies behind every detail in their cars. Mazda obsessively study humans so every aspect of our vehicles can be designed and engineered around the human body to create a connected and engaging driving experience.
branded
content
DIGITAL / BRANDED CONTENT
Humanizing the brand and demonstrating Mazda's individuals’ commitment to their philosophies
Just like the car itself, these are the stories that make Mazda unique. These are the philosophies behind every detail in their cars. Mazda obsessively study humans so every aspect of our vehicles can be designed and engineered around the human body to create a connected and engaging driving experience.
