After a deacde, Mazda got rid of its long-running Zoom Zoom tagline for a new campaign with a new tagline: Feel Alive. When I stepped in as freelance creative director, the pressure was on to make it resonate, especially for Mazda USA’s biggest launch to date.
Filmed in Santiago and vicinity by John Hillcoat, the majority of this spot was shot in camera (including the tunnel entrance), with some minimal but artful VFX by A52. The song, “Who knows where the time goes?” by Sandy Denny, is one I chose. Hillcoat kept it it on the director’s cut version. To me, the power of the song is Denny’s haunting wistful voice. The indirect lyrics make the visuals all the more poignant and intriguing.