Dreaming cars
When Mazda asked us to reveal its first electric car to the world there was just one problem – it wasn’t finished. Our solution? Harnessing Hollywood-standard SFX to put a CGI version of the car on the road.Preparing for launch
For the debut of Mazda’s very first electric car – the MX-30 – the Japanese car manufacturer needed a powerful launch film for the upcoming Tokyo Motor Show. They also wanted accompanying photography to drive sales in press releases, dealer brochures, global sales manuals, and to use across their websites and social platforms. Redwood was tasked with creating the first images of the car for its launch. There was just one tiny issue: there wasn’t a model available to shoot. Also: Mazda needed the launch film and photography ready within eight weeks – at odds with the long lead times agencies are typically granted ahead of a car’s official launch. We relished the challenge.In the driving seat
Mazda’s brief was to emphasise that this was a car for open-minded individuals. Therefore, we built the campaign around the concept of openness, and headed to the expansive streets of Slovenia to shoot the Mazda CX-30, which shared the as-yet-unbuilt car’s wheelbase. Then, using cutting-edge, Hollywood-tested, 360-degree CGI filming techniques, we transformed the CX-30 into the MX-30 in post-production.A roaring success
Mazda was impressed with the outcome – in their view, Redwood had set a new standard for their CGI, with our work forming the backbone of Mazda’s above-the-line campaign. To further the reach of the campaign, we also used the CGI builds we’d banked to create additional assets to share via their customer magazine and on socials, reaching even more Mazda customers – and building brand excitement well beyond launch.Mazda MX-30
