ZOOM-ZOOM

There’s an infectious playfulness that takes over when you drive a Mazda. The ‘Zoom-Zoom’ feeling from our childhood, playing with toy cars, is the same an adult feels behind the wheel of a Mazda6 or RX-8. Campaigns for those models were angled towards buyers with families, but written with a verve that spoke to their inner child.

I worked extensively on the development of a campaign exploring Mazda’s unique design and engineering philosophy – called ‘Kansei’ . Literally, ‘sensibility’, or the way human sensations are converted into improved engineering. This idea (beautifully shot by others on the team) showed how Mazda aims to echo the sense of oneness between horse and rider.