Heightened Senses / Mazda Japan
Submitted By Laura Cuenca Fernandez
How do you create a film that shows Mazda’s innovative range of advanced sensor-based safety technology, i-ACTIVSENSE? The objective wasn’t to create something technical, but to engage the viewer in an emotional way.
‘Heightened Senses’ delves into a mysterious world, where a car’s driving assistance system is compared to the senses of animals. Just like animals, the car senses its way through a dark landscape. A poetic narrative builds to eventually reveal the car is intuitive, predicts danger, and supports the driver’s natural abilities on any wild road.
We needed to spread Mazda’s story of intuitive safety to millions of people through an evocative web film. So we compared the car’s radar and sensor-based technology to animals with heightened senses. The film became the most watched viral content of any safety film in the automotive manufacturer’s history. It captivated bloggers and 6 months after launching there were 3.7% more Mazda drivers on the road than global sales predicted – all protected by i-ACTIVSENSE.
The challenge was to create a surreal setting that was minimalistic yet looked natural. An eye-catching environment introduced animals with heightened senses.
The film was almost exclusively computer-generated. The car was not available to be shot during production and had to be CGI.
Budgetary constraints meant stock footage of animals had to be seamlessly integrated into the matt-painted landscape by rotoscoping.
Considering all technical issues and added time pressure, the result was an epic piece of artistic expression for a product that is often communicated in technical ways.
JWT Germany / Cosmo
Danyel Kassner, Tim Greven
Eddy Greenwood, Richard Taylor
Music & Sound
Ben Lukas Boysen
Sehsucht GmbH Hamburg
Richard Taylor, Laura Cuenca Fernandez