Global Brand Concept, Creative Direction, Art Direction, Design
Global Asset Creation CGI Still & Motion, Photography, Post Production. North America Print & Collateral, Web Content. .
To introduce the long-awaited Miata MX-5, GTM USA competed with Team Cosmo in Europe and Mazda Japan for assets to be used in North & South America, Europe. Japan, Russia, and Australia. Once we landed the assignment, we were responsible for the look, feel and consumer language for the most iconic roadster in history. We shot over 12,000 live action images, winnowed them down to 20 finished finals. Those complemented the CGI for a total image library of 62.
Team: Diana Phillips, Linda Hardwick, Jeff Ludes, Saddington & Baynes, Kevin Buckley, RJ Muna, Vicky Tran, Bryan Kestell, Jeff Perino, Victoria Grimes, Campbell Templeton, Kitty Song, Rodger Low, Kaoru Seo, Tracy McCarthy and about a thousand others.
Global Launch Film
This film was the first glimpse of the evolution of the MX-5, the world’s best selling roadster. Notice we say roadster and not sports car. Our car geek heritage is showing, but that’s the point. All eyes: industry, enthusiast and every other-person-who-loves-wind-in-their-hair were anticipating the arrival of the MX-5. No pressure.
Global Imagery
We used the launch as a catalyst to re-establish all Mazda photography axioms: concept, lighting, lensing, and locations. We didn’t stop until we freshened the design language for not only the MX-5, but the entire roster of worldwide communications from digital to TV to all things print.
Behind the Scenes
The new Mazda Miata MX-5 is such an accomplishment of driving exhilaration, brand evolution and intelligent engineering we HAD to do a show and tell. So we built a giant fulcrum to show just how insanely engineered and finely balanced it is. We went to the engineers themselves to her first hand their inspiration, their passion for driving, and their love of this car.
2016 MAZDA Miata MX-5 Brochure
Because of the heritage of the Miata MX-5 we wanted to supplement our newly created library with some archival shots to speak to the history of the MX-5 brand. Enthusiasts are a HUGE part of this audience which meant we also wanted to capture the etherial aspects only this roadster can give. The use of subtle sun flares and atmospheric conditions to studio shots helped take us into the world of the MX-5.
MAZDA CX-9 Global Launch
Global Brand Concept, Creative Direction, Art Direction
Global Print & Web Asset Creation Photographic angle studies, dough boy angle studies, lensing, lighting, location selection
Daily Reviews: Early morning for creative, mid-morning for agency, afternoon for North America & Japanese client
Working with the lead designers at Mazda North America, Diana led her team to concept the personality and “stance” of the CX-9 based on vehicle design and consumer insights. CGI partner Mackevision Stuttgart [Game of Thrones fame] joined the global team from GTM. Our virtual studio included Stuttgart, Chicago, Los Angeles and Hiroshima. We created 59 Total Images, exterior & interior.
Team: Diana Phillips, Linda Hardwick, Vicky Tran, Kauro Seo, Hiromi Nagata, Rodger Low, Mackevision Stuttgart/Chicago/Los Angeles and many, many more.
MAZDA 3 Global
Creative Direction, Art Direction
Film, Web Content
Mazda3 is the best selling vehicle in the Mazda line-up, so the introduction of the hardworking update was paramount from a global perspective. The latest technological achievements were unprecedented in a car of its class, and very much lived up to the Mazda mantra of “jinba ittai“ or the perfect union of man and machine. We created the global launch film “Intuition” about the transformation that changes an ordinary guy when he engages the Mazda3. We partnered with director Grady Hall and CGI wizards Mirada to marry live action with automotive data to blur the lines between reality and imagination.
Team: Diana Phillips, Bill Courtney, Jessica MIrolla, Kaitlin Moore, Kaoru Seo, Grady Hall, Mirada, Motion Theory, Beacon Street
Clockwork Media was tasked with producing the BTS on the piece, going to the set and inside Mirada’s animation facilities to see how the idea came to life. Speaking with the director and staff, we then combined our human elements with intricate animation sequences that showcased the layered work in progress.
MAZDA CX-5
Creative Direction, Art Direction
Print, Collateral, TV, Web Content
The Mazda CX-5 launched not only a new model but also SkyActiv Technology – Mazda’s groundbreaking fuel-efficient option to hybrids. Using revolutionary fuel injection technology combined with a much much lighter framework, Mazda engineers literally shaved pound after pound from a traditional SUV. This combination not only improved handling but the SUV to live up to 35MPG. As a close-knit start-up, GTM threw creatives and planners in to a room to cogitate and ferment. Once the “Secret Weapon” concept took shape, we started breaking it into disciplines. Television spoofed “The Six Million Dollar Man” while consumer print became such a believable package of top secret documents, recipients actually called Mazda USA to confess they’d received highly classified information.
Print Team: Diana Phillips, Wayne Everett, Kitty Song, Kevin Beebe, Kaoru Seo, Tracy McCarthy, Jessica Mirolla.
Broadcast Team: Owen Flint, Aaron Onsurez, Brian WIlcher, Dino Spadavecchia, Napper Tandy
MAZDA CX-5 Secret Weapon Print Media
MAZDA CX-5 Secret Weapon Television
DURAN DURAN MAZDA MX-5
Art Direction
Print, Web Content
Mazda contracted with Duran Duran in the summer of the 25th anniversary of the Mazda MX-5 Miata as part of the North American unveiling of the new model for a reveal during New York Fashion Week. We went to London to shoot the rock fashion icons part of the global launch.
Team: Diana Phillips, Randall Slavin, 3 Lions Production, Beth Shannon, Simon LeBon, John Taylor, Roger Taylor, Nick Rhodes
Duran Duran Fashion Rocks
