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.
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.