With the launch of the new Mazda3, Mazda was determined to join a premium positioning in Automotive and Manufacturing.
This campaign won more than twenty-six awards in the Southern California ADDYs including best of show.
To capture the attention of a new audience, Mazda forged a partnership with Nat Geo. Our concept to create a series of vertical films featuring roads on the Nat Geo platform transformed into a contest that challenged users to capture and share extraordinary moments, thereby competing for a shot to go on an assignment with Nat Geo themselves.
I was brought in during a pivotal point to concept new ideas for this campaign line,and help formulate extensions. Over the course of my few months at Mazda, our creative team crafted the tone, look, feel and story of the campaign. My partner, Evan Brown, and I wrote various options of the TV spot, and came up with scenarios for each story. We crafted the look and feel of each extension that rose to the top. I also worked closely with a storyboard artist to produce what each TV direction would look like - many of the scenes did make it into the final production. Overall, it was a huge collaborative effort on behalf of our team that then stayed on to put the work out into the world.
Team Mazda Garage
Creative Directior | Renato Braga
Copywriter | Evan Brown
Director | John Hillcoat