← Selected work

← Selected work

17

17

Launch

Launch

2018–21

2018–21

Mazda

Mazda

Mazda

Mazda

Mazda3, A new era

Mazda3, A new era

Mazda3, A new era

Mazda3, A new era

Mazda3 in the A new era campaign
Mazda3 in the A new era campaign

Client

Client

Mazda

Mazda

Year

Year

2018–21

2018–21

Role

Role

Creative Direction, Leadership, Ideation

Creative Direction, Leadership, Ideation

Format

Format

TV, branded content, digital

TV, branded content, digital

Partners

Partners

Cut and Run, Framestore, Lime Studios, Traffik

Cut and Run, Framestore, Lime Studios, Traffik

Engineered to a feeling, not a spec sheet.

Engineered to a feeling, not a spec sheet.

Engineered to a feeling, not a spec sheet.

(01) The brief

(01) The brief

Mazda’s seventh generation marked its move into premium. The world still saw a legacy brand.

Mazda’s seventh generation marked its move into premium. The world still saw a legacy brand.

The biggest car launch in the brand’s history. I led it as SVP Creative Director.

The biggest car launch in the brand’s history. I led it as SVP Creative Director.

Mazda Mazda3, A new era film

▶ Watch the film

F.01

F.01

Dream Bigger

Dream Bigger

TV commercial

TV commercial

(02) The idea

(02) The idea

Re-introduce Mazda through what driving it feels like.

Re-introduce Mazda through what driving it feels like.

Re-introduce Mazda through what driving it feels like.

Re-introduce Mazda through what driving it feels like.

Dream Bigger on TV, then branded films on the people behind the details: Soul Red Crystal, How Does It Feel, Convey Emotion.

Dream Bigger on TV, then branded films on the people behind the details: Soul Red Crystal, How Does It Feel, Convey Emotion.

▶ Watch

Soul Red Crystal

Soul Red Crystal

Soul Red Crystal

Branded content

Branded content

How Does It Feel

How Does It Feel

How Does It Feel

Branded content

Branded content

▶ Watch

▶ Watch

Convey Emotion

Convey Emotion

Convey Emotion

Branded content

Branded content

(—) In one line

(—) In one line

“We don’t design cars to a spec sheet. We engineer to a feeling.”

“We don’t design cars to a spec sheet. We engineer to a feeling.”

“We don’t design cars to a spec sheet. We engineer to a feeling.”

“We don’t design cars to a spec sheet. We engineer to a feeling.”

Up next

Up next

Up next

Up next

Keep going ↓

Keep going ↓

18

Acoustic concert for ten people in a national park, Nature Valley’s Quietest Show on Earth

Nature Valley

Quietest Show on Earth

Role

Creative Direction, Leadership, Ideation

Format

Live sessions, interactive web, social

View case →

18

Acoustic concert for ten people in a national park, Nature Valley’s Quietest Show on Earth

Nature Valley

Quietest Show on Earth

Role

Creative Direction, Leadership, Ideation

Format

Live sessions, interactive web, social

View case →

19

2012

Scion Magic Cards collectible art cards at the auto show booth

Scion

Magic Cards

Role

Creative Direction, Leadership, Ideation

Format

Auto show experience, touch, video walls

View case →

19

2012

Scion Magic Cards collectible art cards at the auto show booth

Scion

Magic Cards

Role

Creative Direction, Leadership, Ideation

Format

Auto show experience, touch, video walls

View case →