The challenge was to create a sophisticated new campaign to promote the all-new Mazda 6 across Europe. The online campaign had to take its cues from JWT's above-the-line work and interpret them for the online space. Syzygy wanted to make extensive use of video to help communicate the benefits of the new car. I production managed the live action and post-production elements that were incorporated into the microsite. Production's challenge was to develop, creatively and practically, video segments that would reflect the users interactive journey through the site. The video - shot over a week in southern Spain and with post-production completed in four weeks – I feel reflects the user's journey through the car's benefits, highlighting their specific areas of interest. The user would select elements of the car they were interested in, and without their knowing create their own bespoke video compilation for the Mazda 6. Thus the digital experience truly brought to life the campaign theme of 'Create your own road'. The site's navigation was rendered within a three-dimensional Flash 9 environment, which formed an intuitive and rewarding interface.
It was particularly challenging for me to manage the sheer number of elements that were required to get the desired result, especially whilst trying to organise a five-day shoot in Spain from the UK. At our peak we had production team of 45 people and a post-production team of 8, which I organised and managed. This was the first time on a project where I truly felt I had been thrown in the deep end, however it was an exhilaratingly successful and enjoyable experience. I learnt a huge amount from this single production, as much through my failings – of which there were plenty – as I did my successes. I think the end result truly reflected everyone’s aims for the ‘Create your own road’ campaign, going into it. The total microsite budget was £800K with a video production budget of £250K.