Mazda SXSW

As the official automotive sponsor of SXSW, we wanted to connect with our audience in an authentic way. Since Mazda’s current brand message is all about craftsmanship and the artful process of creating a car, we related to SX visitors as fellow artists and lovers of art.

We hosted a clay modeling workshop, created an interactive brand wall, and gave people a chance to experience our philosophy of “Jinba Itta” or “horse and rider as one” in a unique VR setting.

We also proposed a community art piece of 1000 paper cranes. This is a Japanese symbol of hope and good luck. So, we wanted to engage people with an origami workshop to learn how to make the cranes and then be part of the growing art piece. We’d commission a local artist to build the live art as more and more cranes were constructed.

Our other concept was a Soul Red Room, which would educate people about our signature color and the meticulous paint process. The room would be filled with mirrors and projectors to appear infinite.