Man & machine as one
Music track produced by a Mazda MX-5.
Authentic driving pleasure is inscribed in the DNA of every Mazda. The key concept behind this is called Jinba-ittai - meaning oneness between horse and rider. When we were tasked to create a summer activation campaign around music festivals, we engaged the celebrated London beatboxer and producer Beardyman to compose a track only using sounds from the Mazda MX-5.
With individual parts of the vehicle building a revolutionary soundscape. Live and in an extraordinary, single take, the beatboxer and car became one.
Nominated for Best Social Awards
The making of
