A CAR IN 5 GENRES
360 Launch Campaign
The Mazda CX-5 is the top selling vehicle in their lineup. To launch the fully redesigned vehicle in 2026, Mazda wanted to present the CX-5 as the most versatile, with features to match every facet of your life.
Idea
Some days feel like a romantic comedy, others like a scary movie. But through it all, one thing remains constant — you, the main character. The all-new versatile Mazda CX-5 is designed to empower you through all of life’s genres.
To launch Mazda’s new CX-5 and show off its versatility, we created 5 films, in 5 genres, all staring the same actress and the same CX-5. The campaign premiered on the Oscar's with a 60 Trailer, where viewers were invited to watch the 5 films on Hollywood's biggest night.
Role: Art Director & Creative Lead
Agency: VML
Copywriter & Creative Lead: Elana Celestin
CCO: Tom Murphy | ECD: Ben Carmean
CD: Brit Ryan | ACD: Regie Miller
Director: Paul Hunter
Cinematographer: Hoyte Van Hoytema
Case Study
Oscar's Trailer
Wheatpaste posters were placed in 50 locations across LA and NYC during summer blockbuster season
Our campaign poster was placed in theaters
and an interactive photo booth was designed to place
theatergoers in each of our films posters.
Posters used across digital platforms to promote each film
