Role: Copywriter

AD: Lenny Rallo

Brief:

The Mazda CX-50 was initially launched with “Worthy of Wonders” as a marketing approach, but they needed a new direction from us. How can we humanize the CX-50 for all people, not just the adventurer? We needed to showcase the value of this new car, all of its features, utility, and design – it’s that “do it all car” that many people can obtain.

Execution:

Together with my AD, we conceptualized two pitches for Mazda. One focusing on “The Art of Anywhere”, the other "The Power of AND”. Both pitches hoped to capture the powerful, artistic value of any Mazda vehicle… but this car can do so much more, virtually anywhere.

Need to go off-road mode to paint a scenic picture by the lake? That’s perfectly fine, because you can use adaptive cruise control to safely take you back home to the city. The Mazda C-50 really exemplified that you could go wherever, whenever (doing whatever)… and so much more.