Mazda “Unboxed”
The World’s First Part-by-Part Vehicle Reveal. Mazda needed a bold way to launch the CX-90 Plug-In Hybrid—something beyond a typical car reveal.
Overview
Hybrids often had a reputation for being practical, but not thrilling. So, we introduced “Unboxed,” a 30-day journey that gradually revealed the CX-90 in five cinematic episodes starring award winning Japanese super star, Hiroyuki Sanada.
Each episode highlighted the vehicle’s precision engineering, craftsmanship, and hybrid capabilities.
To deepen engagement, we created an interactive landing page where users could see the videos and further explore the car’s features.
The campaign exceeded expectations, reshaping perceptions of hybrids as luxurious, thrilling, and forward-thinking.
Client: Mazda North America
Year: 2023
Role: Creative Director
THE STORY
First-Ever Mazda CX-90 “Unboxed”
The all new CX-90 is Mazda’s most powerful, most luxurious, and largest vehicle ever. Our task wasn’t only to reveal the CX-90 to the world, but to tell it’s story. Instead of just pulling off a sheet to reveal the vehicle at a standard industry PR event, we revealed the CX-90 piece by piece.
We enlisted international film star Hiroyuki Sanada to guide our viewers through each episode. Our episodes dropped weekly, and were surrounded by dozens and dozens of complimentary social assets — all culminating in the global reveal of the CX-90
A newly designed web experience
To complement the Launch of the CX-90 - our digital team created a newly designed landing destination that were able to tell the story of this vehicle.
The large number of component enhancements completely reimagined the landing page and shopping experience.
Launch Film
Come with us as renowned movie star and car enthusiast Hiroyuki Sanada takes us for a drive in the first ever Mazda CX-90