Mazda Feel Alive. The Next Generation, a New Era.
The Mazda3 Launch.
Feel Alive. The Next Generation. A New Era.
Phase 2 of Mazda’s worldwide brand relaunch.
The Feel Alive anthem was the first step in building relevance by emotionally connecting with the Mazda audience, and putting Mazda on their radar. We had begun to establish how we related to this audience, the Independent Achievers.
The launch of the new Mazda3, Mazda’s seventh-generation, was Mazda’s next step in realizing their goal of entering into the premium category.
“We don’t design cars to a spec sheet, we engineer to a feeling.”
With this launch we needed to solidify what the brand stands for.
To turn their interest into love and trust.
We needed to convince them that Mazda can deliver on its promise; that it can heighten them, helping them to fulfill their potential. Help them feel something, and in this help them Feel Alive.
This next generation of thoughtfully designed, well engineered vehicles gave them a powerful reason to believe in Mazda.
When the mantra of the brand is: "We engineer to a feeling",
the brand promise is to make you "Feel Alive",
and the audience lives to be inspired,
how do you tell this story?
We chose to use a woman’s journey and the symbolism of the unfiltered joy, freedom and inspiration of a red balloon to emote the emotional benefit of driving this vehicle.
The new Mazda3.
Dream Bigger
Mazda heightens your state of being – to make you better emotionally, physically, and mentally.
The new Mazda CX5.
Drive Inspired
The spots were directed by the fabulous (and resilient) John Hillcoat, film director, screenwriter, and music video director. And, adding inspiration, musical artist Haley Reinhardt artfully covered ‘Dreams’ by The Cranberries, bringing the song to life in a new and modern way.
Branded Content
Just like the car itself, the following are the stories that make Mazda unique. These are the philosophies behind every detail in their cars. Mazda obsessively studies humans. Every aspect of their vehicles are designed and engineered around the human body to create a connected and engaging driving experience.
Humanizing the brand, and demonstrating Mazda’s commitment to their philosophies.
Consumers will choose Mazda not only because they value functional design and quality, but because Mazda has a depth to it, a unique approach that obsessively focuses on enhancing human potential.
Soul Red Crystal.
Artful Design.
How Does it Feel.
Human Centricity.
Engineering to a feeling.
Japanese Mastery.
Two As One.
Effortless Driving.
CREDITS:
Director - John Hillcoat
Director of Photography - Philippe Le Sourd
Producer - Malachy McAnenny
Editor - Conor O'Neil
Production Company - Serial Pictures
https://www.serialpictures.com
Founding Partner/Executive Producer - Violaine Etienne
Head Of Production - Jennifer Gee
Editorial Company - Exile Editorial
https://www.exileedit.com
Assistant Editor - Rex Lowry
Executive Producer - Carol Lynn Weaver
Senior Producer - Michael Miller
Color - Company 3
https://www.company3.com
Colorist - Siggy Ferstyl
Sr. Producer - Matt Moran
Finish/VFX - A52
https://www.a52.com
Sr. Executive Producer - Patrick Nugent
Visual Effects Supervisor; Andy McKenna
Producer - Stacy Kessler
Audio Post - Lime Studios
http://limestudios.tv
Mixer - Joel Waters/Mark Meyuhas
Executive Producer - Susie Boyajan
Music Company - Shindig
http://shindigmusic.tv
Head of Production - Caroline O’Sullivan
Executive Producer - Debbi Landon
Creative Director - Scott Glenn
Composer - Austin Shupe
Agency - Garage Team Mazda
CCO: Erich Funke
SVP CD: Renato Braga
CW CD: Evan Brown
AD CD: Vidur Raswant & Marcus Moore
EP: Jeff Perino
SVP, Group Acc Dir: Santiago Andrade-Marin
VP, Acc Dir: Dave Brown
Account Sup: Tessa Rogers
Business Affairs Dir: Bart Kias