A Last-Minute Location Switch and Cutting-Edge Virtual Production: Behind the Scenes on Isuzu’s ‘Own It’

Isuzu UTE Australia has launched its ‘Own It’ campaign for the MU-X, celebrating individuality and adventure with a striking blend of Tasmania’s rugged landscapes, cutting-edge virtual production, and a fresh design makeover for the iconic 7-seater.

The campaign, developed by Publicis Worldwide Australia, asks, ‘What does it mean to go your own way?’ and highlights the MU-X’s bold new design, advanced technology, and 5-star ANCAP safety rating.

Directed by Mitch Kennedy through The Producers, the campaign reflects the MU-X’s ‘rebirth’ with a refined yet rugged personality.

Mitch explained, “We wanted the tone of the campaign to feel like it was a rebirth in terms of personality and attitude for this particular model. More refined and sophisticated, while not losing touch with the rugged identity that comes with the Isuzu badge.”

The creative team sought to capture the versatility of the MU-X through new portrayals of adventure, balancing character-driven storytelling with epic visuals of the vehicle. Tasmania’s diverse landscapes offered a unique blend of sleek and rugged backdrops, perfectly aligning with the campaign’s aesthetic.

Mitch said, “Tassie is such a brilliant blend of the extremes, which I felt gave us the perfect backdrop for these scenes where I wanted to capture the clash of sleek and rugged.”

The production team scouted locations rarely featured in car campaigns, adding a unique visual identity to the work. Virtual production played a key role, allowing the team to shoot background plates in Tasmania and seamlessly integrate actors and vehicles in the studio.

The use of virtual production not only reduced logistical challenges but also allowed the team to achieve seamless integration of actors and environments, enhancing the campaign’s visual impact.

Mitch said, “I’m a massive advocate for virtual production, and it really opened up the scale of what I was able to capture on this campaign.”

The split-screen technique, achieved without motion control or a car arm, showcased the team’s creativity and precision.

The production also relied heavily on local talent, with Mitch praising their enthusiasm and skill

“The crew in Tassie are amazing,” he added. “They’re all bloody nice as well, which is no surprise when you live amongst nature’s wonderland down there.”

The team had just two weeks to prepare, including two location recces in Tasmania. Mitch’s last-minute decision to move the shoot from Queensland to Tasmania added pressure but ultimately paid off.

“By making the characters and their journey less defined and harder to pigeonhole, I find it adds to the sense that the MU-X is for every adventure,” Mitch said. “It’s just waiting for the driver to make their own journey unique.”

The ‘Own It’ campaign is now live across TV, digital, and social media platforms.