Telling elevated stories of craftsmanship

As Mazda worked to refine its brand, making it competitive with Lexus and Infiniti at a lower price point, their focus in story telling became focused on the artists, craftsmen, and engineers who design an unparalleled driving feel. This elevated storytelling came to life over a series of interactives and media pieces that activated across their auto show season. The heart of this story is the concept of Jinba Ittai, a principle meaning horse and rider as one which Mazda engineers bring to their engineering and design of the car driving experience.

The hero engagement, Jinba Ittai VR, put guests into the drivers seat of the newly redesigned MX-5, first walking them through the details of design that created the unparalleled driving experience beyond its class before embarking on a thrilling journey to show off its responsiveness and handling. Additional activations showcased the art of carving a speedform by letting you carve the MX-5 form from digital clay, exploring the sculpting tools used by Mazda’s expert designers, and breaking down the design intent of the materials selected for use in the final vehicles. These engagements allowed guests to understand first hand the care and thought in the design of each vehicle, creating an exceptional driving experience at an affordable price.

Agency: George P. Johnson
Digital Agency: Spinifex Group
Role: Senior Producer, Interactive & Media