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.