For Mazda’s first-ever off-road vehicle, the brand needed to communicate to automotive media how effectively the CX-50 adapted to nature: from its driving performance to its design aesthetic. Unable to bring journalists to physically experience the car, the media event would need to be virtual.

This project took me way out of my comfort zone, acting not only as creative director but also directing the shoot on an XR-stage (like they use for The Mandalorian)… drawing shooting boards, plotting the shooting schedule, and helping to direct talent.