Engineered To A Feeling

Mazda’s promise is that their cars will always make you feel something, so to launch the All-New Mazda3 globally we put it to the test. Inspired by a quote from Chief Engineer Mitsui Hitomi “We don’t just engineer to a spec, we engineer to a feeling.” we created ‘The Feeling Factory’, a world where instead of the car being put through its paces, the driver is tested, showing their reaction and how every single Mazda is 'Engineered to a feeling'.

Working with Oscar-winning director Joachim Back, we created a hyperreal world where it wasn’t the All-New Mazda3 being put through its paces, but the driver tested for the feeling it gives them. Set to Nat King Cole’s ‘Smile,’ sang by Heidi Vogel of The Cinematic Orchestra, the All-New Mazda3 sets hearts aflutter and pulses racing as it demonstrates how it is ‘Engineered to a feeling.’

We created a ‘Feeling Factory’ book outlining the detail, craft and relentless pursuit of perfection Mazda go to for their drivers. This lived in dealerships and and was launched at the prestigious Geneva International Motor Show.

We invited people to view the All-New Mazda3 for the first time and gauged their reactions through a series of ‘Feeling Factory’ experiments. These were played out across Mazda’s entire social platform.

To tease the All-New Mazda3 we worked with legendary fashion photographer Rankin to capture the car’s vivid feeling. These shots were used in international PR communications, dealerships and the car’s launch at the Geneva International Motor Show.