For Mazda’s first-ever off-road vehicle, the brand was intent on communicating to automotive media how effectively the CX-50 adapted to nature: from its driving performance to its design aesthetic. Unable to bring journalists to physically experience the car, how could we meet those goals virtually?
Our solution was to take our virtual audience on an immersive journey into the CX-50 and the outdoors. Our reveal film was made up of two parts...
To demonstrate the off-road performance of the CX-50, we shot a Mazda engineer on some challenging terrain in the hills of California. The landscape beautifully reflected the ‘Zircon Sand’ launch colour and through immersive filming techniques and carefully choreographed sequences, we brought the driving experience to life.
For a more detailed exploration of the vehicle design, we transported our production to an ‘extended reality’ (XR) studio. Here, we created the illusion of another landscape the CX-50 is designed for: a lush, sun-dappled forest. Taking advantage of this incredible technology, we could show off all the detail of the vehicle exactly how it’s intended to be seen.
The film itself was hosted on a bespoke website that allowed the user to customise the natural landscape and soundscape surrounding the virtual experience.