Mazda Alters Perceptions in Persuasive Campaign by DOMO
It’s the classic cliché - you buy a car, and then begin to notice all of the other cars on the road that are the same as yours. But, what if this experience was altered - you look around, and notice that the vehicle next to you isn’t the same as yours, it’s… better? That’s the moment captured by DOMO director André Stringer in this trio of spots for Mazda.
Positioning Mazda as the car manufacturer of choice amongst its competitors, the films invite audiences to give in to their curiosities and take a closer look at what Mazda offers – luxurious design, high-spec safety features and a premium driving experience – subtly shifting perceptions of the brand by playing into viewer’s intrigue.
Crafting a visual narrative that melds sophistication and elevated luxury with playfulness and charm, the campaign plays into the idea of discovery without placing Mazda’s competitors in a negative light, instead asking viewers and drivers to consider, ‘what if?’ they opted for Mazda?
Sitting down with the director behind the wheel, André Stringer, LBB’s Abi Lightfoot finds out more about how DOMO brought the campaign to life…
LBB> Firstly, what made you want to work on this project?
André> I love working on projects that redefine a brand's perception. The idea of changing preconceived notions about a car brand using charm, curiosity, and sophisticated storytelling really drew me in. It wasn’t something I had traditionally worked on, but that challenge was exciting.
LBB> How does this campaign relate to your work thus far?
André> I’ve always focused on narrative-driven campaigns that aim to shift perspectives and inspire audiences - that’s where this campaign aligns with my work historically. I love films with scale and drama, but in these films, the intimacy and humanity was what drew me in. I love that side of storytelling. Aiming to do way more of that as time progresses.
LBB> Did this project open any new avenues or opportunities for the kind of work you’d like to create?
André> Absolutely. I really leaned into that transformative "moment" in these films. Expanding that split-second realisation, allowing the actors more time to explore and experiment, helped to create something deeper. Additionally, it was a chance to refine the linearity of my filmmaking — focusing on sequential storytelling rather than relying solely on montage work.
LBB> How did you initially approach the project?
André> Authenticity is everything. I want the audience to believe in the reality of what they’re seeing and feel immersed in the emotional experience. For this campaign, I honed in on creating a story that was charming and curiosity-driven, yet sophisticated. The narrative had to feel genuine, while the visual aesthetic — that sun-kissed afternoon with natural lighting — would highlight Mazda’s features in a way that feels inviting and authentic.
LBB> How did you collaborate with the agency and fellow creatives to bring the campaign together?
André> Collaboration is key to my process. At DOMO, we talk about Co-Creation, and that’s exactly what this was. It wasn’t just about what we created, but how we worked together to create it. The teams at Lafayette American and Mazda were fantastic, and their openness to creative ideas allowed us to craft something truly cohesive. Their feedback throughout was instrumental in shaping the final product.
LBB> What were the production realities from casting through editing that you had to accommodate? How did you navigate those compromises or surprises and still end up with a cohesive film?
André> We needed a city that had a distinctive downtown feel, and after considering LA, NYC, and Detroit, we settled on Detroit. Its unique architecture fits perfectly with the tone of the campaign. However, casting in Detroit was challenging, as the pool there is smaller than in NYC. To compensate, we cast in both cities, ensuring we had the high-level performances required for the spots.
Another hurdle was sourcing competitor cars, which is not typically part of a campaign. Building consensus with Mazda on which competitor cars to feature was a novel experience, and finding those specific vehicles added an additional layer of complexity.
LBB> Were there any new techniques that you wanted to utilise in this project?
André> From the start, I envisioned these films as simple, charming pieces that exuded elegance. But achieving simplicity is never easy. It requires stripping away anything unnecessary and focusing on the essential elements: character, car, place, and time. The character’s quiet curiosity and the car’s sleek presence are pivotal in creating this harmony. For me, the magic happened at the intersection of place and time — sunset filtering between buildings, a moment of pause in the daily rush — where the character and car come together, and curiosity takes hold. That’s what I wanted to capture.
LBB> Finally, what impact do you hope to achieve as a result of the campaign?
André> I hope this campaign shifts the way people see Mazda — as a brand that offers the best of both worlds: luxury and reliability. By tapping into that moment of subtle discovery, we’re inviting viewers to reconsider their assumptions and see Mazda as a compelling choice, not just another car on the road. If we can inspire drivers to take a second look, to realise that they don’t have to compromise between elegance and safety, then we’ve done our job.
