TITLE

Mazda's abstract look gives brand edgy feel

AUTHOR(S)
Vagnoni, Anthony
PUB. DATE
April 1999
SOURCE
Advertising Age;4/19/1999, Vol. 70 Issue 17, p40
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article presents information on television commercials for Mazda North American Operations from Doner in April 1999. In a trio of spots for its Protege and Miata models, the agency and production house have achieved a look that is decidedly square, but in a hip way. Hence, the finished spots are a mix of computer-enhanced backgrounds and live-action footage. The film footage is manipulated during production and post production to give it a stuttered, jump-frame look. The blocky world that the cars are seen in is a miniature set with photographs of actual cityscapes and landscapes attached. The blocks are then physically manipulated while car footage is digitally layered over it.
ACCESSION #
1784911

 

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