Move and Be Moved.
Crafted with care. Mazda cars are built for those who do more than simply move — built the way their drivers shape their lives, with that same intention and meaning imbued in every detail. With the driver at the centre of everything Mazda does, the new campaign creative, "Move and Be Moved" and "Choose to Be Moved," champions Mazda's Japanese roots – Omotenashi, the essence of a selfless approach to customer service and hospitality. Created to uplift the people Mazda serves and their state of well-being so that they can be simply moved.
Commissioned to bring about the art direction and the campaign expression, we were inspired by Mazda’s design essence, called “Hacho”, which translates as “broken rhythm” – permeates space with rhythm and dynamism. The expression brought the campaign to life through emotive art direction, layout composition, and poetic typography. Breaking the rhythm in each element sensitively to depict the motion.
The campaign film was directed by Nicolai Fuglsig, an award-winning director known for his personal stories of passion and his immersive approach. Through the lens of a cinematic style and authentic tonality, he captured stories that bring meaning and connection between the car and its driver, with the intent to forge an emotional bond within each scene.
Campaign strategy
Concept development
Campaign Visual Language
Art Direction
Motion Direction